New Delhi, Oct. 8 -- Former cricketer and Indian cricket team coach Ravi Shastri is turning entrepreneur with the launch of a male grooming and hygiene products line 23 Yards. Shastri has partnered with personal care manufacturer Ador Multiproducts Ltd, which will help create grooming products, including beard oils, face wash, body wash, aftershave, deodorant and hand sanitizer for a target group of 25 to 40 years.

With this, 23 Yards enters India's competitive yet growing male grooming market projected to touch $5.5 billion by 2021. The market is replete with brands from established FMCG firms as well as startups. Marico's Set Wet, P&G's Gillette and RB India Veet compete with startups such as Beardo, The Bombay Shaving Company (Colgate...