Philips India is expanding its presence in the domestic market by introducing new global product lines and focusing on male grooming and mother and child care categories, responding to increasing consumer demand for premium personal care products.
Recently, the company launched the rechargeable OneBlade grooming device, targeting Gen Z consumers, highlighting a shift in Indian consumer preferences towards quality and innovation, especially in the premium segment, which has seen growth of over 75%. Smit Shukla, Head of Philips Personal Health India, emphasised ongoing efforts to innovate within these segments and bring in global categories popular in other markets to India.
Vidyut Kaul, Head of Personal Health for the APAC, ISC, META, and LATAM regions, pointed out that India’s non-manual grooming market has been growing at a mid-to-high single digit annually over the past five years. The company’s latest premium shaver, launched in April, received strong consumer response, with demand exceeding supply, reflecting the growing preference for high-end products. The male grooming and mother and child care segments are the primary growth drivers, contributing to Philips’ market leadership, with a market share of 50-60%.
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Furthermore, Philips has adopted a ‘local-for-local’ manufacturing strategy, which has helped mitigate the impact of rising US tariffs. While traditionally cautious about premium innovation in India due to price sensitivity, company officials now recognise that Indian consumers are increasingly value-conscious and open to premium products, signalling a shift toward premiumisation. Overall, Philips India aims to strengthen its foothold by leveraging innovation, local manufacturing, and an evolving understanding of consumer preferences, positioning itself for sustained growth in the domestic market.
