The male grooming market, as competitive as it is, is also one of the fastest-growing markets in India. Despite the economy, it is set to touch a valuation of $5.5 Billion in India, by 2021. Naturally, therefore, celebrities are looking to score a piece of this action.

© iStock

Ravi Shastri became the latest celebrity to launch his own line of personal care and men’s grooming products. The Indian Cricket Men’s Team’s coach joined hands with a company called Ador Multiproducts Ltd, a company which manufactures a number of skincare products for brands like Himalaya, Nykaa and Cocomo.

© Reuters

Shastri’s latest venture is called 23 Yards and is a play on the length of a cricket pitch, which is actually 22 yards long. The range of products that 23 Yards will start out with will include beard oils, face washes, body washes, aftershaves, deodorants and of course, hand sanitizers. 

23 Yards will apparently consist of products that will be free of parabens, sulphates and will be made using ingredients that are ethically and responsibly sourced.

Shastri isn’t the only one who has actually launched their own line of products this year. A few months ago, Katrina Kaif started her own line of beauty products for women called Kay Beauty. During the lockdown, Salman Khan also started his own line of personal care and grooming products called FRSH. 

© YouTube/Salman Khan

Ravi Shastri has a reputation for being a character, not just on the field, but off it as well. There is no doubt that during his playing years, he was one of the most revered cricketers in India, who let his performance on the field do all the talking. Off the field, he was a self-confessed party animal, who believed that players should party just as hard as they played.

© Instagram/ravishastriofficial

This interview with Gaurav Kapoor, for a show called Breakfast With Champions on YouTube, best encapsulates the kind of a man Shastri is.

Regarding the start of this new venture, Shastri gave a statement, which said, “The reason for choosing a men’s grooming line comes from my personal interest in looking and feeling great that eventually enhances the quality of your output whatever you may be doing.” 

© Reuters

He continued, “As a cricketer, I groom the Indian Cricket team to challenge themselves. I'm not here to teach anyone anything new but rather instil the art of success and taking the extra yard.”

If you ask us, this actually goes really well with the party-hard sort of image that Shastri has curated for himself over the years.

© Instagram/ravishastriofficial

Do you think investing in skincare products, like FRSH & 23 Yards, is a good idea given that they are owned by celebrities, or would you rather test and see if the products are actually suitable for you? Let us know in the comments section what your thoughts are.

View the full article