Gillette India should have been a casualty of changing times. A decade ago, its razors were a daily ritual for millions of Indian men. But then came the beard boom, fuelled by cricketers, actors, and influencers who made stubble sexy. The clean-shaven look lost its sheen and hirsute was in. Demand for traditional shaving products shrank, and with it, Gillette’s cultural cachet. Most legacy brands would have hunkered down, defended their turf, and blamed the youth. Gillette India did the opposite.And not with a lazy rebrand or token “lifestyle” campaign, but with a sweeping transformation anchored in technology, productivity, and product innovation. Today, Gillette India isn’t just selling razors, it’s selling style relevance.
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