New Delhi, Nov. 13 -- As Indian men expand their grooming routine beyond shaving and smelling good, fast moving consumer goods companies are adding more beard grooming, body-care and facial grooming products in the market in a sign that male grooming needs are moving beyond tubes of shaving cream and razors. Between April 2018-March 2019, FMCG companies put out an estimated 177 new male grooming brands and variants, market researcher Nielsen said in a recent report.

Indian men have for years fuelled the growth of shaving-specific products (creams, gels, razors) that till date remain the largest category in the male grooming market here. In fact, products related to shaving and face care continue to account for over 50% of the male groomi...