New Delhi, Nov. 5 -- Local arm of British consumer goods major Reckitt Benckiser (RB) has launched a hair removal cream for men under its popular Veet brand in a sign that India's fairly small, but growing male grooming category is drawing more shoppers and prompting some of the world's largest companies to offer more products than just shaving creams, and deodorants. On Tuesday, RB that sells brands such as Lizol, Moov, and Durex in India said it has expanded its Veet hair removal brand by launching a male-specific variant.

RB has roped in Bollywood celebrity Kartik Aryan to endorse the depilatory product that RB also sells in other global markets.

"Male grooming is a big trend among Indian consumers who are getting more aware about ho...