boAt forays into personal grooming with MISFIT
· Under the aegis of boAt, MISFIT heralds the power of ingenuity and aims to offer personal grooming solutions across genders
· The boAt MISFIT T50 is designed to take care of all of your beard, hair, and body grooming needs. It will be available at an introductory price of INR 899 exclusively on Flipkart and boAt website starting 28th June 2021 onwards
In a world turned upside down, who’d have guessed that DIY personal grooming products would become a necessity and an instrument for the well-being of so many. The pandemic and subsequent restrictions on movement have led to a change in consumer behaviour where people want to experiment with their looks and invest in self-grooming accessories such as razors, trimmers, grooming kits, and epilators.
Sensing the opportunity, boAt, a lifestyle consumer tech brand recognized for being the leader in the earwear & wearable segment has announced its entry into the personal grooming category with MISFIT. As part of its category expansion strategy, boAt will launch innovative grooming appliances such as beard trimmers, shavers, groomers and many more under ‘MISFIT’. Geared towards millennials, MISFIT will offer exciting and aspirational lifestyle products that are perfect to give that salon-style finish at home. With MISFIT, boAt is looking at breaking the clutter by introducing an exciting range of grooming and personal care products, that are innovative and value-driven. The brand will also launch a range of women’s personal care products in the Indian market soon.
According to Research and Markets, the Indian male grooming market stood at $643 million in 2018 and is projected to grow at a CAGR of over 11 percent to cross $1.2 billion by 2024. Buoyed by this growing interest in the personal care segment, boAt has already launched the T200 grooming kit and is expanding its portfolio with the all-new T50 standalone trimmer.
On foraying into the grooming category Aman Gupta, Co-Founder boAt said, “After having established our leadership in earwear and wearable category, we are all set to strengthen our lifestyle portfolio under the ‘MISFIT’ brand. With MISFIT, we want to bring in a fresh approach to the personal care category by designing products specifically for the Millennials.”
About the trimmer
T50 comes with skin-friendly titanium-coated blades, which are corrosion-resistant and offer a smooth and safe trimming experience devoid of any roughness, scratching, or irritation on the skin. These blades are easily detachable and can either be washed or just cleaned with a brush in a jiffy. A long-lasting 160-minute lithium battery ensures that your battery woes do not come in the way of you looking your best. The MISFIT T50 has 40 length settings with 0.5 mm precision, which will always give you an even and defined trim for any look that suits your mood. Your desired beard style, from a stubble to a consistent beard is only trim away with the multiple length setting comb function of the T50.
Its ergonomic and efficient design makes it easy to use and helps you get a controlled trim in difficult-to-reach areas. T50 gives you a 100% charge in just 1.5 hours and comes with a Micro USB cord that can be easily connected to any USB adaptor, for easy and quick charging. T50 is also equipped with a safety lock that keeps the device from turning on unexpectedly and a handy travel pouch.
Misfit is a new-age self-care and grooming brand that aims to initiate conversations off the mainstream wagon. With an influential motto of Never Fit In, Misfit believes in the importance of self-care and heralds a future free from gender stigma through a colourful brand vision and bold conversations. With a brief current portfolio including T200 Grooming Kit and T50 Trimmer, Misfit aims to launch more products in the similar category for both men and women.
Price and availability
The MISFIT T50 will be available at an introductory price of Rs 899 on Flipkart and boAt website starting 28th June 2021.
#1 audio player in the Indian market and 5th largest wearable brand globally, boAt was launched in 2016 by Aman Gupta and Sameer Mehta. The company’s portfolio offers well-designed, innovative, and distinctive fashionable lifestyle-oriented products at attractive price points targeted at a young and widely addressable audience within India. boAt’s product range includes an extensive catalogue of headphones, earphones, smartwatches, speakers, travel chargers & premium cables, with Indian consumers’ desires and preferences at the core of its design. boAt has also forayed into the Personal Grooming category with its very own sub-brand called MISFIT. The home-grown Indian brand has raised approximately $100 million from an affiliate of Warburg Pincus, a leading global private equity fund focused on growth investing in January 2021, a landmark deal for the direct-to-consumer (D2C) industry in India. The company currently has approximately 200 employees on its team across its offices in Delhi and Mumbai.
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