Consumer tech expansion: Philips to widen India portfolio with global products; focus on male grooming, mother and child care

Philips India is set to broaden its footprint in the domestic market by introducing more global product lines and strengthening its offerings in male grooming and mother and child care, responding to rising consumer demand for premium personal care products.The company, which recently rolled out its rechargeable intimate skin-protect grooming product, OneBlade, aimed at Gen Z consumers, said the premium segment is seeing robust growth, highlighting a shift in Indian consumer preferences, PTI reported.“We will continue strengthening male grooming and mother and childcare with newer and newer innovations, and we continue to get our global categories, which are huge in other markets, into India,” said Smit Shukla, Head of Philips Personal Health India Subcontinent.He added that Philips has a large global portfolio in oral care, and the company is assessing strategies to drive consumer demand before introducing these products in India.According to Vidyut Kaul, Head of Personal Health, Philips Growth Region (JAPAC, ISC, META & LATAM), the non-manual grooming market in India has been expanding at a mid-to-high single-digit growth rate annually over the last five years.In the grooming segment, Philips India enjoys a 50-60 per cent market share, depending on the sales channel, Kaul said, underscoring the brand’s leadership position.He added that while Philips has long been a global innovation leader, the company had earlier avoided introducing premium innovations in India due to perceptions of it being a price-sensitive market. However, he said, “It is not price-sensitive but value-conscious, and we are seeing that premiumisation is fast catching up.”The company’s most premium shaver, launched in April this year, received a strong consumer response, with demand outpacing supply, he said. Philips has witnessed over 75 per cent growth in the premium segment, driven by this shift in consumer sentiment.The male grooming segment continues to be one of the top growth drivers for Philips in India, followed by the mother and child care segment, both of which have performed strongly over the past 2–3 years.“They continue to boost more and more growth and give access to the consumers. In addition, the personal care and personal grooming segments will further accelerate the growth journey there,” Kaul said.He also noted that Philips has enhanced localisation in its manufacturing operations under its ‘local-for-local’ strategy, which has helped shield the company from the impact of rising US tariffs.