Personal care company KT Professional has entered India’s rapidly expanding men’s grooming category with the launch of KT Men, a science-backed grooming brand built around plant-derived keratin protein formulations designed specifically for Indian hair types. Riding the momentum of India’s biggest cricketing stage, the launch is supported by strategic partnerships with Mumbai Indians and Royal Challengers Bengaluru, bringing the brand into the spotlight alongside cricket icons Rohit Sharma and Virat Kohli, two of the most influential figures in global sport.

Entering the fast-growing men’s personal care market, the bootstrapped company aims to achieve ₹100 crore in revenue in its first year, with projected annual growth of around 45% over the next two to three years. The company expects to sell nearly 20 lakh units across its product portfolio, which includes shampoos, beard oils, face wash, body wash, hair styling gels, perfumes and face creams.

KT Men will launch through a nationwide omnichannel strategy to ensure immediate accessibility across digital and offline retail. The products will be available on leading e-commerce marketplaces such as Amazon and Flipkart, the brand’s direct-to-consumer platform KTMen.com, and quick-commerce platforms including Blinkit and Zepto. In addition, the range will also be distributed through pharmacies, medical outlets and professional salons across the country.

KT Men is the latest brand from Ccigmaa Lifestyle, the company behind salon-focused haircare brand KT Professional and children’s personal care label KT Kids. With this launch, the company is expanding its portfolio into the men’s personal care segment at a time when grooming is increasingly being viewed as an essential part of daily lifestyle and self-presentation.

Science-backed grooming portfolio

The KT Men range introduces what the company describes as India’s first plant-derived keratin protein grooming solutions created for Indian hair conditions. The product portfolio includes shampoos, beard oils, styling gels, face washes, body washes, perfumes and hair protection sprays, addressing multiple aspects of everyday grooming for men.

KT Men is targeting ₹100 crore in revenue in its first year and plans to sell more than 20 lakh units across India.

Nationwide omnichannel rollout

The brand will be launched simultaneously across digital and offline channels to ensure nationwide availability. Distribution will include leading e-commerce marketplaces such as Amazon and Flipkart, the brand’s direct-to-consumer platform KTMen.com, quick-commerce platforms like Blinkit and Zepto, as well as pharmacies, medical outlets and professional salons across the country.

According to the company, the simultaneous rollout across channels is designed to provide immediate accessibility to consumers and support rapid market penetration.

Cricket partnerships to drive brand visibility

The association with Mumbai Indians and Royal Challengers Bengaluru is expected to play a key role in building awareness for the new brand. The partnership brings KT Men into the broader cultural ecosystem of the Indian Premier League, where athletes such as Rohit Sharma and Virat Kohli influence not only sporting performance but also lifestyle and style choices among younger fans.

The collaboration also places the brand alongside several prominent cricketers who feature in the tournament, including Hardik Pandya, Jasprit Bumrah, and Suryakumar Yadav.

Commenting on the launch, Dhruv Sayani, Founder of KT Professional, said: “KT Men represents an important step in the evolution of our company as we expand into the men’s grooming segment. The idea for the brand emerged from a personal concern around early greying linked to protein deficiency, which led us to explore plant-derived keratin formulations designed for Indian hair types.

Launching the brand alongside two of the most influential IPL franchises gives us an opportunity to connect with young consumers at scale. Through this partnership, we aim to position KT Men as a modern grooming solution built around performance, science and everyday confidence.”

Rajesh Menon, CEO of Royal Challengers Bengaluru, RCB said “We are delighted to partner with KT Men, a proudly Indian-origin brand that reflects the spirit of modern India. Much like RCB thrills millions of fans across the country, this partnership brings together two brands that celebrate confidence, ambition and high performance every day.”

A Mumbai Indians spokesperson said, “KT Men’s plant-derived approach to grooming resonates strongly with the confidence and ambition of today’s young Indian consumer. We’re proud to welcome them as our Official Haircare Partner and look forward to a partnership built for our fans."

Industry growth opportunity

India’s men’s grooming market has seen significant expansion in recent years, driven by increasing awareness around personal care, the influence of social media and the growing popularity of grooming products among younger consumers.

Industry estimates suggest the segment is poised for strong growth in the coming years. According to the IMARC Group, India’s male grooming products market is projected to grow from $2.3 billion in 2024 to $4.3 billion by 2033, supported by rising disposable incomes and shifting consumer attitudes toward grooming and self-presentation.

With the launch of KT Men, KT Professional is aiming to build a strong presence in this category by combining science-based formulations, accessible pricing and high-visibility sports partnerships.