Philips Expands Consumer Tech Portfolio in India, Emphasizing Male Grooming and Mother-Child Care Products
Philips India is poised to expand its presence in the domestic market by launching new global product lines and enhancing its offerings in male grooming and mother and child care. This strategic move comes in response to the growing consumer demand for premium personal care products. The company recently introduced its rechargeable OneBlade grooming product, targeting Gen Z consumers, and is optimistic about the robust growth in the premium segment, reflecting a shift in Indian consumer preferences.
Expansion of Product Lines
Philips India is committed to broadening its product offerings, particularly in the male grooming and mother and child care sectors. Smit Shukla, Head of Philips Personal Health India Subcontinent, emphasized the company’s focus on innovation and the introduction of global categories that have proven successful in other markets. The recent launch of the OneBlade, designed for intimate grooming, marks a significant step in catering to the evolving needs of Indian consumers. Shukla noted that the company aims to continuously innovate and adapt its product lines to meet local demands.
Market Growth and Consumer Preferences
The non-manual grooming market in India has been experiencing steady growth, with an annual increase of mid-to-high single digits over the past five years, according to Vidyut Kaul, Head of Personal Health for Philips Growth Region. Philips holds a commanding market share of 50-60 percent in the grooming segment, depending on the sales channel. Kaul pointed out that while the company previously hesitated to introduce premium products in India due to perceptions of a price-sensitive market, it has now recognized that Indian consumers are value-conscious rather than solely price-sensitive. This realization has led to a significant increase in demand for premium products, with Philips reporting over 75 percent growth in this segment.
Driving Innovation in Male Grooming
The male grooming segment has emerged as a key growth driver for Philips in India, alongside the mother and child care segment. Both categories have shown strong performance over the last few years, contributing to the company’s overall growth. Kaul highlighted that the premiumization trend is gaining momentum, with consumers increasingly seeking high-quality personal care products. The successful launch of Philips’ most premium shaver in April, which saw demand surpass supply, exemplifies this shift in consumer sentiment. The company is optimistic about the future, anticipating that the personal care and grooming segments will continue to accelerate growth.
Local Manufacturing and Strategic Adaptations
Philips India has also enhanced its localization efforts in manufacturing, implementing a ‘local-for-local’ strategy. This approach has helped the company mitigate the impact of rising tariffs, particularly from the US. By focusing on local production, Philips aims to better serve the Indian market and respond swiftly to consumer needs. The company’s commitment to innovation and adaptation, combined with its strong market presence, positions it well to capitalize on the growing demand for premium personal care products in India.
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