It was a bold move that Kolkata-based Emami Group made in June 2005. The conglomerate, known for its brands such as BoroPlus antiseptic cream and Navratna hair oil, decided to venture into a category that was almost was non-existent in India – fairness cream for men – with Fair and Handsome.
Male-grooming is more than a finger comb and a razor now. Brands are selling innovative products with woke marketing lines, and making much money
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