Womo to enter India: Percassi partners with Reliance to launch men’s grooming brand

23-Jul-2019 - Last updated on 23-Jul-2019 at 01:57 GMT

Italian firm Percassi Group has partnered with Reliance Brands to launch its men's cosmetics brand Womo in the Indian market as part of its international expansion drive.

The partnership will grant Genesis Luxury, a subsidiary of Reliance, exclusive distribution and master rights to Womo in the country.

"The agreement signed with Reliance Brands for the launch of WOMO in India is a source of great satisfaction for us. This partnership will allow us to make the most of the multi-channel opportunities in the Indian market, which are well suited to our offer,” said Stefano Percassi, founder of Womo.

Reliance Brands portfolio of brand partnerships includes Armani Exchange, Brooks Brothers, Burberry, Canali, Coach and Diesel.

Boosting international presence

The entry into India is part of Womo’s global expansion strategy because it sees huge potential for growth in the Indian market.

Percassi said the brand’s debut in India would give Womo “a decisive boost to the internationalisation of the brand”.

Currently, WOMO has seven stores — six in Italy and one in Switzerland and is available in 29 European countries through e-commerce channels.

The company plans to launch flagship stores and is aiming to open the first outline in Mumbai next year.

The flagships will carry Womo’s products and offer cutting and shaving services from Bullfrog, a barbershop brand Percassi added to its cosmetics portfolio five years ago.

Male grooming in India

The personal care market in India is currently worth an estimated $6.5bn and is set to reach $20bn dollars by 2025 thanks to the rising income and aspirations of the middle class.

According to the Associated Chambers of Commerce and Industry of India (ASSOCHAM), the men's grooming segment is among the fastest-growing categories in the country.

Research from market intelligence agency, Mintel, showed that 73% of Indian men shop for personal care products and rose to 79% among men aged 18 to 34.

Sanjay Kapoor, founder of Genesis Luxury said: "Indian men have become image-conscious and now do not shy away from paying attention to personal wellness and appearance. It is the perfect time for a brand like Womo and Bullfrog to enter India because it would make a perfect choice for modern gentlemen. I feel that no brand understands the needs of a modern man and his hectic life better than Womo and Bullfrog,”