{"id":2442,"date":"2021-04-30T18:45:25","date_gmt":"2021-04-30T14:45:25","guid":{"rendered":"https:\/\/brandmagic.mu\/?p=2442"},"modified":"2024-04-30T11:15:54","modified_gmt":"2024-04-30T07:15:54","slug":"turning-men-into-gentlemen-how-the-man-company-is-breaking-masculinity-stereotypes","status":"publish","type":"post","link":"https:\/\/brandmagic.mu\/turning-men-into-gentlemen-how-the-man-company-is-breaking-masculinity-stereotypes\/","title":{"rendered":"Turning Men Into Gentlemen: How the Man Company Is Breaking Masculinity Stereotypes"},"content":{"rendered":"

By Rajiv Singh<\/strong><\/em><\/p>\n

Rajiv been with Forbes India for over 3 years. Before this, he worked with The Economic Times for 13 years.<\/em><\/p>\n

H<\/span>itesh Dhingra\u2019s The Man Company played a gentleman\u2019s game, shunned toxic masculinity and disrupted the men\u2019s grooming segment. In early 2013,cracks began to appear in the facade.<\/p>\n

\"Hitesh<\/a>

Hitesh Dhingra, Founder, The Man Company<\/center><\/p><\/div>\n

\u2018He Man\u2019 was supposed to lead from the front. Well, Hitesh Dhingra stumbled on to something that turned the perception upside down. \u201cMen didn\u2019t know how to take the conversation ahead,\u201d recalls Dhingra, who was then co-founder of dating app TrulyMadly. The serial entrepreneur, who started online electronics retail venture Letsbuy in 2009, noticed something weird in the behaviour of his dating app users. Men and women would have a promising start, but the engagement would soon fizzle out.<\/p>\n

The reason was startling. Men did start a conversation but didn\u2019t know how to hold on to it. This was the observation of around 72 percent of the women Dhingra reached out to. There was another stunning disclosure: Most of the men that came on video call were not properly groomed. For Dhingra, the conclusion was simple: Men needed a lot of hand-holding. A man was not \u2018He Man\u2019.<\/p>\n

Two years later, Dhingra had a tryst with another aspect of men: \u2018The\u2019 Man. When in September 2015 he cofounded The Man Company\u2014a men\u2019s premium grooming startup\u2014the imagery of a man had undergone a masculine shift: From \u2018He\u2019 to \u2018The\u2019. The attributes of \u2018The\u2019 man perpetuated by Bollywood and TV commercials of personal care brands ranged from sixpack abs and bulging biceps to staying clean-shaved. Whatever little was left to imagination was exhibited by sleazy advertisements by a pack of deodorant, skincare and men\u2019s whitening brands. \u201cI didn\u2019t want my brand to convey the message that \u2018deo lagao ladki aayegi(wear a deo to attract girls)\u2019,\u201d recalls Dhingra, who rolled out a head-to-toe range of products.<\/p>\n

\"\"<\/a>Back in September 2015, Dhingra started a new innings with shampoo, face and body washes. The focus was on offering high-quality products along with differentiated packaging. One of the strong pillars of branding, he explains, is the packaging. The Man Company focussed on creating an aspirational and classy packaging. \u201cWe wanted men to graduate from spending Rs 100 to Rs 150 on a face wash to Rs 300 to Rs 350,\u201d he recalls.<\/p>\n

\"\"<\/a>In a segment where most of the brands didn\u2019t have any stickiness, Dhingra started hunting for his set of loyal customers by rolling out functional products with emotional appeal. He started talking to men, which again was weird because the incumbents in the men\u2019s grooming segments fine-tuned their communications based on the prevalent notions and definition of man and manliness. Dhingra shunned the herd mentality. He was listening to his users, and the men were slowly talking about their needs and products.<\/p>\n

Six months later, Dhingra rolled out a beard oil, and with it came another moment of truth and realisation. The product got a massive response from Tier II and III towns across Kerala, Punjab and Haryana. There was a problem, though. People thought beard oil will help them in growing their beard. \u2018Kitne paani ke saath peena hai? (How much water has to be mixed with it and consumed?)\u2019 was the response. Men thought, Dhingra recalls, the beard oil is something similar to homeopathy medicine.<\/p>\n

\"\"<\/a>The conclusion was simple: Men needed education. Along with the product, The Man Company started sending out small leaflets in multiple regional languages such as Malayalam, Kannada, Punjabi and Hindi. The idea was to teach men how to use the product. The outreach worked. From a paltry Rs 1.11 crore revenue in FY16, the numbers leapfrogged over 11 times to Rs 12.52 crore in FY18. Also, consumer goods major Emami invested in the startup in December 2017.<\/p>\n

\"\"<\/a>Two years later, entered the gentleman. Actor Ayushmann Khurrana invested in Helios Lifestyle, the company behind The Man Company, and became the face of the brand. The Man Company rolled out a bold campaign titled \u2018Bring out the gentleman in you\u2019. Dhingra was taking a huge gambit by trying to change the discourse and definition of a man, and a gentleman.<\/p>\n

Though the risk was worth taking, Dhingra had done his homework before taking the plunge. In a study done in 2017, The Man Company tried to find out how consumers perceived the brand. The survey came up with a few keywords that users related with the brand: Authenticity, aspirational and innovative.<\/p>\n

What Dhingra also realised was that a \u2018gentleman\u2019 was no longer the conventional man who wore suits and ties, and was clean-shaven. \u201cEven a 25 -year-old with stripped jeans, and untidy beard could be a gentleman,\u201dhe says, adding that the \u2018tag\u2019 was also not tagged with any particular profession. What mattered most was the fact that the values of a gentleman remained the same: Honesty, authenticity, ambition and affection. \u201cIt\u2019s okay to be vulnerable. It\u2019s okay to have whatever sexuality you want to have,\u201d he says. \u201cMard ko bhi dard hota hai (men also feel the pain),\u201d he smiles.<\/p>\n

\"\"<\/a>The Man Company, reckon marketing and branding experts, made a smart move by staying away from toxic masculinity in its communication and positioning. \u201cIt needs courage to not follow the herd,\u201d says Ashita Aggarwal, marketing professor at SP Jain Institute of Management and Research. Look at its communication. Take, for instance, the Women\u2019s Day campaign in 2019. Titled \u2018Women\u2019s Day or not, be the Gentleman you are\u2019, the brand underlined that gentlemen take care of women every day. \u201cIt\u2019s not tied or confined to any occasion,\u201d she says. The same year, the brand rolled out another campaign with a differentiated messaging. \u201cThey made men realise that it\u2019s okay to be vulnerable, and be one with flaws,\u201d she says.<\/p>\n

\"\"<\/a>Dhingra, for his part, adds another quality of a gentleman: Somebody who accepts and rectifies mistakes. The pandemic exposed the vulnerable side of The Man Company, which used to get over 45 percent of its revenue from offline channel: Modern trade. \u201cWith the lockdown last year, straight away 45 percent of our business got wiped out for the first six to eight months,\u201d he rues. There was a learning. The brand aggressively ramped up its online play and ended FY21 at Rs 42.89 crore. Last month, Emami hiked its stake in The Man Company to close to 46 percent. For the next fiscal, the brand plans to double sales at Rs 110 crore. A gentleman, he lets on, is aware of his weaknesses, and tries to work on them. \u201cThat\u2019s the brand we want to be,\u201d he signs off. A gentleman\u2019s brand playing a gentleman\u2019s game.<\/p>\n

\n

Infographics by Pradeep Belhe<\/p>\n

This article was earlier published in Forbes India (13th July, 2021)<\/p>\n<\/blockquote>\n<\/div>

Rajiv Singh<\/span><\/span><\/div><\/div>
Rajiv Singh<\/em> Deputy Editor, Forbes India<\/em>.<\/em><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":21,"featured_media":2460,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43,49],"tags":[],"yoast_head":"\nTurning Men Into Gentlemen: How the Man Company Is Breaking Masculinity Stereotypes - Brand Magic<\/title>\n<meta name=\"description\" content=\"Hitesh Dhingra\u2019s The Man Company played a gentleman\u2019s game, shunned toxic masculinity and disrupted the men\u2019s grooming segment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandmagic.mu\/turning-men-into-gentlemen-how-the-man-company-is-breaking-masculinity-stereotypes\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning Men Into Gentlemen: How the Man Company Is Breaking Masculinity Stereotypes - 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