THE WHAT? Indian D2C consumer tech company boAt has expanded into the personal grooming sector with its new venture, named MISFIT, aimed at millennials.
THE DETAILS The company will launch grooming appliances such as beard trimmers, shavers and groomers, as well as a women’s personal care range.
The product range has debuted on Flipkart and the company’s own website.
THE WHY? With the global male grooming market predicted to reach US$81.2 billion by 2024, it’s a strategic category expansion for the company.
Aman Gupta, Co-Founder of boAt said, “After having established our leadership in ear wear and wearable category, we are all set to strengthen our lifestyle portfolio under the ‘MISFIT’ brand. With MISFIT, we want to bring in a fresh approach to the personal care category by designing products specifically for the Millennials.”