<ul><li>If the pandemic has brought one certain change in the consumer mindsets, it is the move towards personal hygiene and wellness.</li><li>On the back of e-commerce and growing awareness about wellness, the men’s grooming category has seen unprecedented growth in the last few years.</li><li>To further build this category, <keyword id="3508584" type="General" weightage="20" keywordseo="the-man-company" source="Orion">The Man Company</keyword> has launched <keyword id="13237965" type="General" weightage="20" keywordseo="MinStrips" source="Orion">MinStrips</keyword>, rapid dissolving tongue vitamin strips.</li><li><keyword id="674163" type="General" weightage="20" keywordseo="Hitesh-Dhingra" source="Orion">Hitesh Dhingra</keyword>, Founder, The Man Company talks to us about the brand’s forays into the well-being category, brand strategy and growth vision for MinStrips, consumer insights and preferences that led to the innovation and larger vision.</li></ul>Around a decade ago, the male grooming industry was almost non-existent in our country. India only had razors, shaving cream and after-shave lotions for men and those who did care about their skin underneath their beards or mustaches, would quietly use the products available for women. India’s men’s grooming market, thankfully, has come a long way in the last few years, moving beyond shaving and deodorant products. This space has also attracted large FMCG brands such as Reckitt, which invested about Rs 45 crore in the Bombay Shaving Company. Meanwhile, Marico acquired Beardo and Emami increased its stake in The Man Company last year. These marketers have been redefining masculinity, self-expression and grooming through their campaigns. Hitesh Dhingra, Founder, The Man Company says that the segment has evolved and it is no more just beard or face that men care about, they are today giving equal importance to holistic grooming and wellness. With a push from e-commerce, the grooming industry has already expanded its reach beyond urban markets, witnessing an uptick from Tier II and III cities. According to Research and Markets, India's male grooming industry is poised to reach $1.2 billion by 2024 at a CAGR of about 11% and globally, as per a Statista report, the grooming market is projected to reach around USD 81.2 billion by 2024. Now, to further build this category, The Man Company is entering a new segment: nutraceuticals. It has forayed into the well-being category with the launch of MinStrips, rapid dissolving tongue vitamin strips. Dhingra speaks to Advertising and Media Insider about the company’s foray into well-being, category trends we can expect this year, key focus areas and revenue goals for the coming fiscal. Q. What was the thought and idea behind foraying into the well-being category? We started our journey as an essentially grooming brand to help men on their continuous evolution. We have strived to build trust among our customers all these years by formulating purest and finest quality products for their overall grooming under skin, hair, and body care. Considering the need of the hour and being one of the leading brands for men’s grooming products, we wanted to move the needle following a 360-degree approach to enable a better lifestyle for men. The idea is to take a holistic approach from external to internal grooming. Therefore, we forayed into the wellness category and launched our sub-brand ‘MINS’. As a brand, we have been synonymous with innovations. It is in our DNA. So, this time, we wanted to launch products that are on the go, effective, easy yet safe, something with which Gen Z could quickly resonate. After 2.5 years of thorough R&amp;D, we added MINS to our product portfolio. MinStrips are orally dissolving strips that help people tackle all the lifestyle hurdles. Needless to say, most millennials and Gen Z have a fast-paced and hectic lifecycle. This automatically raises concerns about sleep, stress and anxiety due to work pressure, better hair and skin (which is already our forte), performance and sexual wellness. We are addressing all these issues with our latest innovation, MINS. Q. MinStrips is quite an interesting product. What inspired you to launch it? The nutraceutical industry in India is witnessing a CAGR of 21% this year. There are substantial untapped market opportunities out there. We can also see an aversion amongst millennials and Gen Z from consuming capsules, powders, gummies and tablets. The reason is that there is still a taboo attached to nutraceuticals being challenging to consume or travel with as they are somewhat dependent on factors like water intake. In contrast, MinStrips are self-dissolvable oral strips. Users simply need to keep it on their tongue, and the process is done, they can have their daily dose of Vitamin with utmost convenience. Additionally, MinStrips come with sleek packaging in a travel-friendly format. The entire concept of effective and easy-to-use makes it an exciting product, especially for our young consumer base. Furthermore, as per our research, strips have 80% active ingredients compared to gummies (30%), capsules (20%) and tablets (10%). This also makes MinStrips a highly accurate, elevated absorption and quick action product compared to other formats. Q. Also, these are rapid dissolving tongue vitamin strips, what was the product insight there? You chose not to go with regular vitamin supplements, so what led to this innovation? We didn't start making MinStrips just now. We have been doing our research since the pandemic was in its initial stage. During our research, we identified some key problems like modern consumers didn't want to take daily capsules, tablets, or powder content. They also want more affordable, hassle-free and convenient Vitamin supplements. So, we decided to launch MINS, a unique Vitamin supplement format accompanied by added benefits. MinStrips are made with 100% natural ingredients. They are vegan and free from any chemicals, sugar and side effects. One of the USPs of the product is that these are non-habit forming which makes them safe and easy to consume. We have also gained lab certificates from leading laboratories like GMP Laboratories, HACCP, ISO Certification, and FDA to attest to our claim. Q. How would you spread the word? What is your marketing and distribution strategy? We have garnered a huge and loyal community in the last six years of The Man Company's journey. Today, we have 0.8M followers across Social Media and a consumer base of 2M. This community comprises progressive and like-minded gentlemen. As our initial marketing and distribution strategy, we will leverage our existing consumers to spread the word through various media and also by sampling. We will also collaborate with influencers and content creators to spread word of mouth through their individual experiences. Furthermore, in terms of distribution, apart from our robust e-commerce platform and marketplaces, we also have around 2000 offline touchpoints through Modern Trade and Exclusive Brand Outlets. MINS will be ready to avail on all of these platforms. Q. What is your marketing budget earmarked for this year? 35% of our revenue is to be invested in marketing. Q. How has the company and brands’ communication evolved over the duration of the pandemic? During the pandemic, ‘immunity’ became the buzzword and the need of the hour, which made the wellness industry boom. Therefore, we feel this is the right time to enter the market and create a dent. For The Man Company, these last years have turned out to be propitious. We engaged with our customers to practise self-love, which made ‘The Man Company’ a household name among men embarking on their grooming journey. Since salons and parlours were shut down, we introduced DIY products for face, hair, beard and foot care that were easy to follow while working from home. Q. What does your media strategy look like? Which medium gets your lion's share? By DNA, we are a digital-first company. We function in full swing on the back of Social Media marketing and content creators. Content creators lead social media, and we believe influencers can be our ambassadors. Moreover, since we are a lifestyle brand, we are very focused on UGCs. We are currently on the lookout for going regional and trying to speak in the way and language that our consumers speak across the country. We believe that we should not merely translate the communication but trans-create it. Simultaneously, we are also gearing up to foray to other novel platforms and formats shortly. Q. As you build the men's wellness industry in India, what are some of the trends that you are expecting to see? How has consumer behaviour changed after the pandemic in this category? The pandemic inadvertently forced people to become more aware of their immunity strength and hygiene factors. Given that, consumers, in our case men, started to talk about personal care, hygiene and grooming became an escalating point for the tremendous growth of the wellness industry. During the pandemic hours, since everyone was working from home and salons were closed indefinitely, home-care and DIYs became the need of the hour. To assist our customers, we also came up with easy-to-use products that do not need experts, but consumers can use them in the comfort and safety of their homes. In the post-pandemic era, we believe consumers will continue to pay special attention to their personal care and grooming regime. The trend to use chemical and cruelty-free products will continue to gain strength, and consumers will incline towards affordable and effective product lines. Q. What are some of the challenges in this category? The biggest challenge is that consuming nutraceuticals is still considered taboo. More acceptance through education and workshops is required. Most importantly, wellness products should be safe to consume, which is why we have gotten MinStrips certified by several leading laboratories. Considering consumers today are busy with their fast-moving routines, we wanted to make MinStrips-brought wellness a part of the daily schedule. It wasn't easy to come up with an unprecedented idea. Still, we wanted to bring a hassle-free and affordable Vitamin and wellness booster with an 'On the Go' convenience for our customers. And, we are glad to say that we succeeded in our endeavour. Q. The notion of toxic masculinity has forced men to ignore themselves. It judges men who take care of their health and skin. Do you think that notion is changing in India? Are men more open to this change? Be it through our products or campaigns, The Man Company believes in bringing out the 'Gentleman In You'. Since inception, we have witnessed a gradual change in the way men perceive themselves. Social media, movies, web series have spoken about this change for quite some time now. We also feel that India has been exponentially evolving in terms of mindset. Grooming has become an aspiration. It's no more just beard or face that men care about, but modern gentlemen are focusing on holistic grooming and wellness. We have garnered considerable traction from tier-II and tier-III cities, proving that men's grooming is witnessing a notable uptick. The Man Company has worked as a catalyst to bring in this change through various campaigns like #GentlemanTumhiTohho, #ScentOfAGentleman and Gentleman Kise Kehte hai. We'll continue to assist the journey of 21st-century gentlemen. Q. Which are your strongest markets? Are you looking at expanding your business further this year? We cater to all gentlemen irrespective of education, sexuality, religion, job profile, or age, but prominently, we struck chords with millennials and Gen Z clientele. Our target group is every gentleman who is real, modern, authentic, progressive and self-aware. During our growth journey, we realised that tier-II and tier-III cities have issues related to affordability and awareness related to men's grooming and personal care. So, we decided to start our e-business operations in these cities. Considering that we are launching a sub-brand (MINS) and a new product (MinStrips) in the new year, we are sure this year will end on a high note. Q. What are some of your focus areas for this year? From a brand perspective, we are focusing on thought-provoking leadership. We want to create a strong brand presence across the country and make The Man Company a household name even in the most remote locations. For the coming months, we are gearing up to collaborate with platforms like Cred, Trell, etc. to fortify our sales. We are also working on IPs, such as the Hall of Gentlemen, to celebrate gentlemen bringing selfless change to society. Apart from this, several other exciting IPs are in the pipeline that resonate with our core communication to bring out the #GentlemanInYou. We don't want to be a brand that does tokenism. Our goal is to become a catalyst in changing the mindset of men everywhere. Q. You are all set to double your sales to Rs 100 crores by the end of this fiscal. How are you planning on sustaining this growth this year? What are your revenue goals for FY23? We will be pushing content like never before and expanding our offline presence aggressively. In terms of MT and EBO presence, we'll ensure maximum outreach. We are also launching various interesting categories, starting with MINS and expanding existing categories with exciting and innovative products. In addition, recently, we have also launched our loyalty program called The Man Club for our community. The Man Company is expecting to touch Rs 225 crore revenue in the coming fiscal.

The Man Company aims to touch Rs 225 crore revenue in the coming fiscal; earmarks 35% of its revenue for marketing and advertising

<img class="gwt-Image" src="/photo/47285168.cms" /> 
 
Harry met Sally is a universal phenomenon. But in India, Harry met Sally on the road and fell in love or Harry’s family met Sally’s family and fell in love. Fast forward to 2015, Harry’s love is online now—on Truly Madly- a dating app that helps meet like minded individuals to find their ‘perfect love’. 
 “Truly Madly is a dating app meant to cater people in the age group of 18 to 26 years old. We realized that this is the group that we can cater to as most of them did not want to settle down so fast but definitely wanted to meet interesting people. So, we decided to create a dating space for this group rather than disrupting the matrimony space,” says <keyword id="316899" type="PERSON" weightage="20" keywordseo="Sachin-Bhatia">Sachin Bhatia</keyword>, co-founder of <keyword id="2517530" type="UNKNOWN" weightage="20" keywordseo="Truly-Madly">Truly Madly</keyword> at his office in Delhi. 
 Disrupting the matrimony space? The <keyword id="54613" type="COMPANY" weightage="20" keywordseo="makemytrip">Makemytrip</keyword> co-founder and CMO explains that last year, the founders of the company- Sachin Bhatia, <keyword id="674163" type="COMPANY" weightage="20" keywordseo="Hitesh-Dhingra">Hitesh Dhingra</keyword>, co-founder of electronics ecommerce firm <keyword id="620521" type="PERSON" weightage="20" keywordseo="Letsbuy">LetsBuy</keyword>.com, and Rahul Kumar, who formerly worked with travel portals such as Expedia, Makemytrip got together and started looking at online Indian businesses that have not evolved up in the last one decade in India. 
 
“So, we looked at real estate and then we saw matrimony. On going deeper, we realized that this segment did not really do anything different and decided to disrupt this segment. I mean the players are still matching in a regressive way-based on caste, creed and religion. So we thought of doing something interesting and disrupting this category,” he adds. 
 
Bhatia points out an interesting fact here. According to their research, 30% of the men registered on these match-making websites are married and are only looking for fun. “On researching more, we got the feedback that girls were wary of being on such apps as none of the profiles were verified, which may be accessed by stalkers and corny men. And hence, we came up with our verification feature on the app,” notes Bhatia. 
 
So how does Truly Madly work? It’s simple. You will have fill in your details and then answer some fun quizzes which allow the app to understand your preferences. The second process would be the verification, which can be done by linking all your social media profiles including Facebook and Linkedin along with documents such as the passport in order to assess whether profile created is genuine or not. The app will then match you with profiles and a chat access is given only when there is a mutual like. 
 
“Truly Madly is built on two pillars- compatibility and verification. We can’t promise love and perfect matches but at least we can help you sift through bunch of profiles based on common interests and likes. This works well with the women,” avers Bhatia. 
 
Talking about the competition, Bhatia feels that the biggest competition in the segment is the US based dating app Tinder. However, he also believes that the concept which governs Tinder is not for the Indian market. “Tinder is more of a casual dating, which works well in the US but not in India,” he asserts. 
 
Seeing the potential of the dating space in the country, the company has raised Rs 35 crore recently. And it will be used for primarily two things—expanding the team with the best talents on board and creating quality content for the app. 
 
“We have half a million users now with 35% girls. One major area of concern is that people won’t go on Facebook and announce that they are on Truly Madly. But they may share original content that the app offers. So, we are really focusing on creating original content,” Bhatia explains. 
 
The company also aims to create dating as a category as it is still considered to be a taboo. Bhatia tell us that even today people prefer to say ‘going out for coffee or a movie’ rather than calling it a date. 
 
So, who are the core target audience for this dating app? Bhatia quickly tells us that the company is only targeting women. “Once women are on board, men will follow,” he chuckles. 
 
Interestingly, the app has seen a higher number of women from small towns registering themselves than those in the big cities. “In terms of downloads, metros lead but 30% of our users who are from non-metro cities are more engaged,” points out Bhatia. 
 
The company will soon make its business model subscription-based and will charge a meager amount. While it may hurt a few pockets, until then, enjoy dating online. 
 
Image credit: Indiatimes.com

Cupid goes online! Find love Truly Madly style

In an exciting trend that involves Bollywood flair and <keyword id="20400851" type="General" weightage="20" keywordseo="business-acumen" source="keywords">business acumen</keyword>, <keyword id="19935806" type="General" weightage="100" keywordseo="Ayushmann-Khurrana" source="keywords">Ayushmann Khurrana</keyword> has proved he can ace more than just acting. Last week, <keyword id="20519008" type="General" weightage="20" keywordseo="Emami" source="keywords">Emami</keyword> Ltd. announced that it has taken full ownership of <keyword id="22675001" type="General" weightage="20" keywordseo="The-Man-Company" source="keywords" meta.keywordsubtype="org" meta.entityname="The Man Company" meta.hostid="261" meta.entityid="The Man Company">The Man Company</keyword>, the premium men's grooming brand. The deal, valued at ₹400 crores, is a significant milestone in India’s rapidly growing <keyword id="22986604" type="General" weightage="20" keywordseo="male-grooming" source="keywords">male grooming</keyword> market. As per the latest deets from the deal, popular actor Ayushmann Khurrana has secured a 400% return on his angel <keyword id="19895437" type="General" weightage="20" keywordseo="investment" source="keywords">investment</keyword> in The Man Company made six years ago. This <keyword id="19901090" type="General" weightage="20" keywordseo="acquisition" source="keywords">acquisition</keyword> is not only a major win for Ayushmann but also signals the growing importance of the men’s grooming market in India.<h2>Emami's bold move in grooming</h2>Emami, a household name with a legacy in personal care, is betting big on the premium male grooming sector. The <keyword id="19931572" type="General" weightage="20" keywordseo="FMCG" source="keywords">FMCG</keyword> stalwart is no stranger to male grooming, with legacy brands like Fair and Handsome already in its portfolio. Emami already held a majority stake in The Man Company at 50.4%. The latest acquisition of the remaining 49.6% of the brand at a valuation of whopping ₹400 crores underscores its commitment to strengthening its presence in this booming industry. “‘The Man Company’ brand was our first strategic investment in 2017, which has been extremely fruitful, with the company becoming our subsidiary in 2022. We are happy to have not only invested in ‘The Man Company’ as we could foresee its huge potential but equally impressed and happy with the promoter’s vision and commitment towards making it a formidable brand. With the completion of the 100% acquisition of the Company, we are excited to take the brand to its next level of growth,” said Mr Harsha V Agarwal, Vice Chairman &amp; MD, Emami Ltd. <div type="Article" hostid="261" msid="112990033" title="I&amp;amp;B Ministry summons Netflix India&amp;#39;s head of content over &amp;#39;IC 814&amp;#39; web series" mstype="2" mssubtype="0"></div>Founded by entrepreneurs Hitesh Dhingra, Rohit Chawla, Parvesh Bareja and Bhisham Bhateja in 2015, The Man Company is a fast-growing digital-first premium male grooming brand. At the heart of the brand’s success story is the synergy between its focus on natural, chemical-free products and Emami's distribution prowess. As more such brands attempt to marry online and offline distribution channels, more and more consolidation is expected in the sector. <h2>Ayushmann’s grooming success story</h2>For Ayushmann Khurrana, this deal represents more than just a financial gain. The Bollywood star didn’t just invest money — he poured his creativity and brand savvy into shaping The Man Company’s image. Serving as the <keyword id="19992281" type="General" weightage="20" keywordseo="brand-ambassador" source="keywords">brand ambassador</keyword>, Ayushmann played a key role in viral campaigns like #GentlemanKiseKehteHain, resonating with men across the country and helping redefine the very idea of modern male grooming. "I always believed in The Man Company’s vision &amp; mission statement from the start. It’s such validation to be a part of the brand’s success story and witness its impact on the men's grooming industry. Being an integral part of this journey, both as an investor and as a brand ambassador, has been an incredibly gratifying and insightful experience,” Ayushmann said in a statement. His collaboration with the brand not only helped elevate its status but also showcased how powerful <keyword id="21207351" type="General" weightage="20" keywordseo="celebrity-endorsements" source="keywords">celebrity endorsements</keyword> can be in driving consumer engagement. <h2>A booming market and the celebrity effect</h2>The men’s grooming market is evolving rapidly, and Ayushmann’s success is just one example of how celebrity endorsements are playing a pivotal role in this transformation. According to Data Bridge Market Research, the sector has moved well beyond basic hygiene products, expanding into sophisticated offerings like skincare, haircare, and beard management. This growth is fueled by changing attitudes towards male grooming, with men becoming more open to investing in self-care products. The impact of social media and celebrity endorsements cannot be overstated. Influencers and stars like Ayushmann Khurrana have helped normalize male grooming, making it not just acceptable but aspirational. Brands are increasingly partnering with well-known personalities to tap into their fan bases and leverage their credibility. "Partnering with Ayushmann has been a game-changer for the brand. His belief in our vision and his active involvement as our brand ambassador has been instrumental in our growth journey. Ayushmann's authenticity and passion for the brand have helped us connect deeply with our audience,” said Hitesh Dhingra, Founder of The Man Company. <div type="Article" hostid="261" msid="113059901" title="Man gets job offer on WhatsApp, finds himself linked to Rs 250 crore GST E-way bill fraud" mstype="2" mssubtype="0"></div>The founder also appreciated the efforts of Yash Raj Films’ Manan Mehta for his deal-making acumen, acute understanding of business needs and innovative approaches. The men’s grooming market is seeing explosive growth, driven by several key factors like increased awareness, changing attitudes, rising disposable incomes, and product innovation. With Emami’s strong distribution network, The Man Company is expected to reach new heights. More importantly, the acquisition opens doors for international expansion, solidifies Emami’s position in the growing male grooming sector, and offers hopes of spectacular exits for the struggling start-up ecosystem in India. And as Ayushmann Khurrana books a 400% return on his investment, it's clear that sometimes, the best investments are the ones that groom you for success—literally!

Bollywood to Boardrooms: Ayushmann Khurrana scores big as Emami acquires ‘The Man Company’ at Rs 400 crores valuation

<ul><li><keyword id="3508584" type="General" weightage="20" keywordseo="the-man-company" source="Orion">The Man Company</keyword>'s latest video-based campaign executed by What Works is an embodiment of self-love aspiring to embolden modern-age men. </li><li>The idea is to encourage the thought that no matter what choices a man makes in his life or the pressure society imposes on him, they shouldn't stop him from trusting and believing his inner abilities.</li></ul>The Man Company, recently rolled out the highly-anticipated extension to their 2019 campaign 'Gentleman kise kehte hai'. A true gentleman doesn't wear a superhero cape or carry a godly hammer with lightning-thunder power. Real gentlemen are You and I, struggling with possessiveness, insecurities, vulnerability, and stacks of self-doubt while yearning to show compassion and empathy for our inner self. Celebrating this core idea of every individual recognizing and honoring their self-worth, on the occasion of <keyword id="72362" type="General" weightage="20" keywordseo="international-mens-day" source="Orion">International Men's Day</keyword>, The Man Company took its legacy forward with the signature campaign 'Gentleman tumhi toh ho'. From birth, men and women are often treated differently. While girls are seen as fragile and delicate, boys have been taught to be hardcore and indifferent. The preconceived notions surrounding the emotional, behavioral, and social outlook have only pushed fine men into a corner from where it's considerably challenging to get out. For instance, most people think that men hardly care about their appearance, hairstyle, or clothes and mock those men who outwardly care about these things because the 'sher muh nahi dhote' concept is deeply rooted in their minds. However, most men carefully select their clothes, comb through their tussles and try to look their best, proving that self-care and self-love don't make anyone a lesser or more of a man. Men like to cherish themselves as much as any other person, and self-support or regular doses of personal care do not hamper their chances of being a 21st-century gentleman. The Man Company's latest video-based campaign executed by What Works is an embodiment of self-love aspiring to embolden modern-age men. The idea is to encourage the thought that no matter what choices a man makes in his life or the pressure society imposes on him, they shouldn't stop him from trusting and believing his inner abilities. It revolves around men appreciating themselves without indulging in the pessimistic outlook of conventional societal norms while supporting their physical, psychological, and spiritual growth. <div type="Youtube" id="t30LFLoDyi0" title="Gentleman tum hi toh ho yaar | Celebrate self-love" thumbUrl="https://i.ytimg.com/vi/t30LFLoDyi0/mqdefault.jpg"></div> The Man Company has released the 'Gentleman tumhi toh ho' video campaign on YouTube in nine different languages: English, Hindi, Tamil, Telugu, Punjabi, Bengali, Marathi, Kannada, and Gujarati. It also has a section describing the video content in sign language. This multilingual feature enables users to consume the video content in their chosen language with the help of carefully translated subtitles. The objective is to relay the message that gentlemen come from all walks of life, irrespective of language or age barriers. It is pertinent to note that ace singer Sona Mohapatra has delivered the video voiceover while Article 15 fame writer, poet, and lyricist <keyword id="1012906" type="General" weightage="20" keywordseo="Gaurav-Solanki" source="Orion">Gaurav Solanki</keyword> penned down the content. On this occasion, Hitesh Dhingra, Founder of The Man Company, said, "Coining the thought surrounding 'Gentleman kise kehte hai' accelerated the talk around the societal expectations, self-doubt, and apprehensions that society feeds to men. As a society, we have grown accustomed to multiple stereotypes, people assume that men don't worry about their appearance simply because they're men and hence have other things to do. This International Men’s Day, as India's leading men's grooming brand, we are equipped and responsible for empowering today's men so that they can feel the best version of themselves at any given point in life." Commenting about the campaign, Imran Shamsi, Founder of What Works - Video Agency and Production House, said, "Men are often celebrated for their bravery, intellect, and strength, but no one writes songs or poetry about their appearance. We see these gentlemen every day but often overlook their inner and outer beauty. Keeping this as the core idea, we wanted to pay an ode to the gentleness in men. And, since the focus was on self-acceptance and self-love, ordinary men became the heroes of our film." Vibhav Ameta, director of the video, added, "The narrative demanded simplicity, a free-flowing viewing experience, and visuals that connect emotionally and bring smiles. Picturing men in their daily life through the scope of 'self-love' was tricky, not something we see in campaigns that often. We used mirrors to show a different perspective, a new reflection, another side of a gentleman." Speaking about this latest collaboration, Gaurav Solanki, Critically acclaimed Indian fiction writer, screenwriter, and lyricist, said, "Men are often expected to hide their emotions or vulnerability and to behave in a certain way. It damages their relationship with themselves as well as with other people. Most of the men I know, if not all, don't fit into these definitions. I wrote about this two years ago, and earlier this year, when The Man Company reached out to me, we decided to talk about it again, but with a different lens. We wanted to celebrate men who don't care about stereotypes and defy this pressure, men who are in love with themselves in a healthy way, and how that makes them more compassionate and fun. This is an effort in that direction or just a high-five."

This International Men's day, The Man Company celebrates self-love and pays an ode to the gentleness in men

<ul><li>“Truth be told some of our traditions can, in the present day context, do with a little tweaking,” says The Man Company. </li><li>So this Raksha Bandhan, the brand with endorser <keyword id="6354535" type="UNKNOWN" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, urges you to remember the times your sisters have protected you and tie a rakhi on their wrists instead. </li></ul>Ayushmann Khurrana and men’s grooming brand The Man Company have released a new digital film for Rakshabandhan that urges people to celebrate the tradition of tying a rakhi with a new perspective. The film depicts a radically different yet heartwarming take on brother-sister relationship and is part of #RakhiForSisters, a new digital campaign from The Man Company. The film opens with Ayushmann’s elder sister waking up to a heartfelt written note from him on the day of Rakshabandhan. He reminds her of all the times she has protected her brother, from dad’s anger after breaking a vase, from bullies in school and even after suffering a heartbreak. Ayushmann then walks in and declares that he should in fact tie a rakhi on his sister’s wrist for protecting him always. In return, he receives The Man Company men’s grooming kit as his Rakshabandhan gift. Ayushmann is the brand ambassador for The Man Company and is also an investor in the company. As an actor and a public figure, he is well-known for shaking up societal conventions and portraying unorthodox roles. <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div> The Man Company has through its marketing and promotional campaigns frequently sparked dialogue and conversations on what it means to be a man for the modern times. The brand’s Valentine’s Day campaign this year, #ForAllKindsOfLove, celebrated male body positivity. A previous year’s campaign questioned the stereotyping of ideal love; and pointed out that gender, age, socio-economic status, faith or religion: none of it matters when it comes to love. “The #RakhiForSisters campaign is our attempt to acknowledge the protecting roles that doting sisters invariably play for their brothers. It is also our effort to convey that it is ok to relook at certain traditions and bring them in sync with the modern reality of gender equality. We at The Man Company take pride in contributing meaningfully to the broader conversations on evolving gender roles and the evolving understanding of positive masculinity,” says Hitesh Dhingra, Founder and CEO, The Man Company.

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The Man Company aims to touch Rs 225 crore revenue in the coming fiscal; earmarks 35% of its revenue for marketing and advertising

Karuna Sharma

Cupid goes online! Find love Truly Madly style

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Bollywood to Boardrooms: Ayushmann Khurrana scores big as Emami acquires ‘The Man Company’ at Rs 400 crores valuation

Deekshith Pinto

This International Men's day, The Man Company celebrates self-love and pays an ode to the gentleness in men

BI India Partner

Ayushmann Khurrana breaks yet another stereotype, this time around Raksha Bandhan in his latest ad with The Man Company

BI India Partner