This is a result based on a brand survey for nykaa man.

1. Nykaa Man
Media Research and
Consumer Behaviour

2. Nykaa Man was launched in July 2018, it offers a comprehensive selection of shaving, beard
care, hair care, skincare, fragrances, sports nutrition, wellness, and kits and combos under one
roof for men sourced directly from brands or authorized distributors. It addresses common
concerns faced by men through a carefully curated, wide selection of products. They aim to be
the ultimate one-stop destination for grooming advice, no-fuss all-in-one solutions, and quick
results for the evolved man.
They ship across the length and breadth of the country to almost every zip code. It’s
simple to browse through, read reviews, shop by concern and make the right choice with
Nykaa Man. While amazing deals and offers make shopping absolutely irresistible, brands
like The Shave Doctor, Kiehls, Beardo, Gillette, Clinique for Men, Gatsby, Bvlgari,
Garnier, and many more promise to cater to all men's needs.
The Nykaa Man Story
The Gentleman’s Grooming Guide

4. The market for male grooming in India is estimated to be worth more than Rs
5000 crores with male customers spending more time and money on personal
grooming. This has led to the launch of several brands and product ranges
specially targeted at men.
The future

5. To understand the awareness and usage of men's grooming products in India.
To understand the Acceptance of male grooming or Nykaa man.
To identify the mindset & buying behavior of males when it comes to self-care
and grooming products.
Objectives

6. Research gap
- Since the Male grooming industry is emerging, this area is a bit unexplored and hence
the data available online is not enough.
-The research method used is a survey followed by a discussion with a small group,
hence the findings may not be ideal and can be biased.
- We have done the research irrespective of age groups and hence the findings can be
limited.
-The data is only limited to a certain number of respondents belonging to urban cities.

7. RESEARCH METHOD:
Quantitative approach is the method used in the research. This method helps to
analyze the data statistically or we can say that numerical analysis is done through
questionnaires and surveys.
The quantitative method focuses more on gathering numerical data and
generalizing it across groups of respondents or explaining a particular phenomenon
PRIMARY DATA: Primary data was collected through an online questionnaire to a
set of respondents who are believed to have desired information. We also did a
group discussion with 5 males of the age group 20- 50 who have the fashion
industry in common.
SECONDARY DATA: Various published articles regarding consumer buying
behavior, male grooming acceptance, and the company Nykaa were referred for
the secondary data collection.

8. Data Analysis &
Interpretation

9. The respondent was males of different age group,
60% of which were above 40.

10. The awareness about nykaa man was 34.3%, which in our opinion was low.

11. 74.3% Men buys their grooming products from amazon and only 22.9%
respondents prefer Nykaa man

12. 80% people have not ever shopped from nykaa man

13. 65.7% of respondent do not spend more than 1000 rs on grooming products.

14. 57.1% of the respondents spend around 1000-5000 on fashion and lifestyle products.

15. The fashion and lifestyle stream is most attractive for 42.9% followed by 34.3% in health and nutrition

16. Maximum around 74.3% responents do not have a personal care routine

17. 62.9% of respondents have never done a personal care routine

18. Grooming products are often suggested as a good gifting option,
48.6% of people get them from their friends and family

19. 51.4% Man would like to buy from such website and 37.1% could give the site a try.

20. 45.7% males would like to buy both offline and online and 34.3% would like to get the products online.

21. Findings
There is a lack of awareness, or we can say the male grooming market is a less talked about
topic.
Maximum men don't spend more than 1k/month on grooming products.
Nykaa man needs to work more on their brand awareness as there is a lack of awareness among
males about the brand and its offerings.
People usually shop for grooming products from amazon and most of them do not have specific
preferences.
Men don't have a self-care routine and avoid talking about it.
The fashion and lifestyle section of Nykaa man is more intriguing for men.
There is no strong preference for buying such products online or offline.
While talking to the group, we observe that Men are less enthusiastic about self-care and
grooming and don't follow any such routine.

22. Implications
This research can further help male grooming brands to understand consumer
behavior.
Since there is less awareness of self-care among males, this study can help brands to
make more informatic and educational content about the same.
This can help them identify their audience and diversify the products accordingly.
Since the market is emerging the acceptance of the product will follow.
As per the selected objectives, the study was done successfully.

23. Submitted by - Lotus Kathuria