We live in a highly competitive world; no industry is untouched by this. The same is true for the grooming industry. And when we are talking about this industry (especially in the Indian market), there is one name that stands out: Bombay Shaving Company.
Now, who has not heard of this company? Founded in 2016, Bombay Shaving Company began with a simple goal — to refine men’s grooming in India. Since then, they have quickly expanded into a full-fledged grooming brand for both men & women. Now, the question that everybody is asking is — just what is the secret sauce behind their success?
Well, there is not one specific factor you can credit for their success — but unlike other players in the market, they have invested heavily in innovative content marketing strategies.
They have focused on high-quality educational content that not only promotes their products but also educates consumers about the importance of self-care and grooming. Coupled with strategic influencer collaborations and a loyal customer base, the company has successfully positioned itself as a market leader.
But what exactly makes their efforts so successful? Well, let’s look into that, shall we?
Shantanu Deshpande & His Unique Approach
Now, when we are talking about the content marketing strategy and assessing its impact, we must first talk about the Founder and CEO of Bombay Shaving Company, Shantanu Deshpande. He had a clear vision when we launched this brand: to offer high-quality products and superior customer service—sounds simple enough? But what sets Shantanu apart is his ability to merge his personal brand with the company’s identity, making him a key figure in the direct-to-consumer (D2C) space.
In my view, his approach has been nothing short of revolutionary — especially in the Indian market. He has been able to effectively leverage social media platforms (particularly LinkedIn) to share his insights on entrepreneurship, grooming culture & the challenges of building a D2C brand in India. This strategy has not only elevated his personal profile but has also significantly boosted the authenticity and reach of Bombay Shaving Company’s message.
Also, I must point out just how active he is on his social media. He has created a direct line of communication between his brand and the customers. He often engages with followers, answering questions and addressing concerns, which has fostered a sense of community around the brand. This direct engagement has proven invaluable in building trust and loyalty among Bombay Shaving Company’s customer base.
Use Of High-Quality Content & Educational Campaigns
I alluded to this earlier as well—one of the core reasons behind Bombay Shaving Company’s success is its commitment to educational content that informs and engages the audience. This brand has mastered the art of creating diverse, valuable content that goes beyond mere product promotion, and I don’t think anyone can argue with this.
Go through their social media page, and you will find a wide range of educational campaigns. These include detailed grooming tutorials, skincare routines and even beard care advice (and boy, they sure did come in handy). These how-to guides & videos not only showcase their products but also address common challenges, making the content both practical & relatable. This approach yields multiple benefits:
- Build Trust: By providing informative content, they have established the brand as a trusted authority in grooming.
- Enhanced Engagement: It is no secret that educational campaigns invite interactions — and naturally at that. This is something Bombay Shaving Company has utilised to increase their organic reach.
- Brand Loyalty: They have also consistently delivered valuable content, something that has fostered a loyal customer base.
This strategy of prioritising education over hard selling has been instrumental in Bombay Shaving Company’s evolution from a niche player to a dominant force in the Indian grooming market.
Digital Marketing & Influencer Collaborations
When we are discussing the successful content strategy of this company, we cannot afford to not talk about their exceptional use of digital marketing strategies and influencer collaboration.
The brand has successfully embraced tactics like SEO, social media marketing & even performance marketing to ensure they reached their target demographics. Also note, and it is something I have mentioned earlier as well, that they are heavily focused on creating relevant content. The aim behind it is two-fold — to provide value to their customers and also create optimised content that will help them rank higher in search engines. Safe to say it worked out pretty well.
Bombay Shaving Company also worked with influencers who shared authentic product reviews and grooming tips. Their objective? To enhance the brand’s credibility and increase its appeal to a broader audience. These collaborations are often amplified through content-driven ads on platforms like Instagram and YouTube, where the brand’s engaging content can easily be shared, liked, and interacted with.
These strategies allow the companyto stay connected with their audience, generating conversations around their products while simultaneously increasing their market share and customer base.
The Result
Till now, we have talked about the strategy they have applied and their thought process behind it. But to honestly evaluate its success, we must look at its impact on market share & sales.
Well, for starters, their strong omnichannel approach—with online sales through e-commerce platforms and even their own portal, combined with a physical retail presence in stores—has allowed the brand to significantly expand its customer base. This approach allows them to reach a diverse customer base, capturing both the convenience-driven online shopper and the in-store customer seeking a hands-on experience.
The integration of high-quality content across these channels has played a crucial role in their growth. Their strategic use of educational content, influencer collaborations, and engaging campaigns has not only fostered customer loyalty but also increased customer acquisition. The effect? In 2021, the brand achieved ₹100 crores in annual revenue—an excellent result for a brand that was just five years old at the time.
My Final Thoughts
After all this, I can say one thing with quite confidence—Bombay Shaving Company’s success is rooted in its content marketing strategy. Its use of high-quality educational content to build trust and engage with customers is highly successful. Its influencer collaborations and strategic use of digital channels have significantly boosted sales and market share.
As the brand continues to grow, content marketing will clearly remain a key driver of its success in shaping consumer behaviour and sustaining long-term growth.
