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Ravi Shastri starts his new inning as an entrepreneur with a new venture 23 Yards

Saransh Pandey

Intern
  • October 08, 2020
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    In the last 5 years, the men’s grooming sector has witnessed strong growth, with Indian men experimenting with facial hair.

Ravi Shastri, former cricketer, and Indian men’s cricket team coach has started a men’s grooming company, 23 Yards, in partnership with Mumbai-based Ador Multi products. The company’s target age group will be 25 to 40 and will start selling personal care and hygiene products, including beard oils, face wash, body wash, aftershave, deodorant, and hand sanitizer. 

Ravi Shastri explained the concept behind his new startup, as a player and now a coach his life has been limited to the 22 yards of the pitch, but according to him what separates a boy from a man is the strive for that extra yard, and that is why he has named his company 23 yards. According to him, he chooses the men’s grooming line for starting his innings as an entrepreneur because of his personal interest in looking and feeling great, which according to him, eventually enhances the quality of your output. 

He said that “As a cricketer, I groom the Indian Cricket team to challenge themselves. I am not here to teach anyone anything new but rather instill the art of success and taking that extra yard”. He believes that the brand will create a separate path for itself by making use of specifically and ethically sourced chemical-free and toxin-free ingredients. The products will target the mid-segment market and will be priced at Rs 299 and more. 

Deep Lalvani, Chairperson Ador Multiproduct said that the Men’s grooming is creating quite a steer by projecting a massive compound annual growth rate of about 45%. He said that they are really excited about joining hands with Shastri for being able to enter the mildly touched and uninitiated category. 

In the last 5 years, the men’s grooming sector has witnessed strong growth, with Indian men experimenting with facial hair. As per various estimates, the market has touched Rs 10,000 crore in 2020, from just over Rs 3,000 crore in 2016. 

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