BANGALORE: Andis Company is a leading manufacturer of handheld tools to trim, cut, curl, straighten and dry hair.Anywhere in the world you need some quick grooming solutions, Andis is close to you.Top professionals and consumers around the world prefer Andis for their day-today styling, clipping, grooming and trimming needs.The brand has now entered India with its men’s range of clippers, trimmers and grooming kits.The company intends to tap the evergrowing personal care and grooming market in India.While most of the other professional brands are being imported on piece-a-meal basis by small importers in the country, Andis is the first official entrant into the professional clippers and trimmers space in the country.It is being introduced in India by Partners in Distribution (PID), India, a company specialising in professional and salon products for the Indian market.Almost 80 years ago, Andis introduced its products outside the USA to Europe and today these products are available in 90 countries around the world.The personal care, styling and grooming market is one of the most attractive markets in a growing economy like India.With double-digit growth experienced by local and indigenous brands, India as a destination has become attractive to more foreign consumer and professional brands.Although there are no estimates on the size of the electrical personal care tools market, experts say it is definitely at 25 per cent half of the skincare market, which is estimated to be `21 billion.This is simply because of the ticket size.Although the volumes (no of units) in the beauty, cosmetics, fragrances category are huge the value per unit in electrical appliances is almost double or triple the ticket size per unit.That also means the category will be a fast runner in a country like India where logistics is a big challenge.Any retailer would like more returns per unit rather than more SKUs per category and lesser ROI per unit.These categories do not compete by complement each other.Both are equally important in a woman’s vanity kit or the metrosexual man’s personal care kit.In India, Andis shall be available in leading beauty and cosmetic stores, MBOs and electronic retail chains across the country.Sold at a very competitive beginning price point of `49 to `4,999 in the current launching range the company’s sure to capture a greater share of the pie.Eventually the company shall launch its range of hair straighteners, curling tongs, dryers in the market.
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