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Thursday, December 2, 2021
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    boAt launches millennial-focussed personal grooming brand

    D2C lifestyle consumer tech brand boAt has entered into the personal grooming category with the launch of MISFIT that will offer innovative unisex grooming appliances such as beard trimmers, shavers, groomers, among other products.
    According to Research, the Indian male grooming market stood at $643 million in 2018 and is projected to grow at a CAGR of over 11% to cross $1.2 billion by 2024. boAt aims to leverage the growth in the personal care and grooming segment.
    Positioned as a new-age, self-care, and grooming brand with an influential motto of “Never Fit In”, Misfit targets millennial consumers who are looking to replicate salon-like grooming at home. With Misfit, boAt is looking to introduce an exciting range of grooming and personal care products that are innovative and value-driven for both men and women.
    “After having established our leadership in earwear 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,” Aman Gupta, co-founder, boAt said, remarking on the foray into the grooming category.

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