The consumer durables and appliances sector in India is witnessing significant advancements through the integration of smart features. Products such as smart refrigerators, air conditioners, washing machines, LED lighting, and locks have evolved to incorporate AI-driven functionalities, improving user convenience and efficiency. This trend is now extending to the personal grooming segment, marked by a growing interest in smart electric premium shavers.
Philips has introduced a new range of premium electric shavers: the Philips Series 7000, i9000, and the Philips i9000 Prestige Ultra. These devices are equipped with AI-powered SkinIQ technology, designed to enhance grooming precision, comfort, and usability. The shavers adapt to individual skin and beard types, ensuring a consistent, irritation-free shaving experience with minimal user effort.
The new product line was presented during an exclusive showcase event co-hosted by the brand where Vidyut Kaul, Head of Personal Health, Philips Growth Region (JAPAC, ISC, META & LATAM), and Rajiv Makhni, also known as Gadget Guru, caught eyeballs. The event focussed on the key features of the product.
To demonstrate the efficiency and time-saving capabilities of the new premium electric shaver, Vidyut Kaul conducted a live comparison during the showcase event. In front of the audience, he first shaved one side of his face using a conventional razor and shaving foam, which took over five minutes. He then blindfolded himself with an eye mask and proceeded to shave the other side of his face using the Philips electric shaver, completing the task in just a couple of minutes.
The live demonstration highlighted the device’s ease of use, precision, and the brand’s emphasis to not only presenting its product features but also living the importance of first-hand experience.
Speaking to Marketing Mind, Kaul shared that the brand assumed India was a price-sensitive market where affordability outweighed performance. But then it noticed how consumers were rapidly adopting technology—across premium automobiles, EVs, mobile phones, and gadgets.
Seeing several consumers buying premium grooming products abroad in its consumer care data, Philips felt it was the right time to bring this innovation to the country. “We have over 1,500 patents and more than 85 years of experience in the shaving category,” he said.
Target Group
The target group for the brand is majorly millennials who are 35 years and beyond. But these are also the audience who are still loyal to their barbers and prefer going to salons over electric trimmers or shavers as they are not confident enough to use electric shavers on their face without knowledge. Addressing the concern, Kaul said that every tech product has a learning curve. What consumers ultimately seek is peace of mind and reassurance that they’re making a safe investment.
He explained that the brand is gathering validation from real users—not celebrities, but authentic individuals and referring to what he presented on stage in front of over 100 people, Kaul reiterated that the brand believes in the “show, don’t tell” approach.
“We want consumers to experience the product firsthand. There will be peer-to-peer recommendations, real stories, and experience zones—at malls and retail stores—where consumers can interact with the product,” Kaul stated.
Philips would be using a combination of both B2B and B2C approach for the product’s distribution strategy. Kaul said that the event was not just a press-only. The brand had also invited key partners including Amazon, Croma, Reliance Retail, and Vijay Sales where the premium electric shaver will be available for purchase.
Competing with D2C brands
With the rise of Indian direct-to-consumer (D2C) brands such as Bombay Shaving Company and Zlade, the male grooming market is witnessing increased diversification. These brands are not only offering solutions for regular facial shaving but are also expanding into intimate grooming. Bombay Shaving Company has introduced a full-body trimmer designed for comprehensive grooming needs, while Zlade has developed a range of products specifically focused on manscaping. This shift reflects a growing consumer demand for specialised grooming tools that cater to personal hygiene and comfort across all areas of the body.
Addressing the growing number of niche entrants in the grooming space, Kaul emphasised the importance of genuine innovation over imitation. “True innovation requires deep R&D, investment, and know-how. We design compact, feature-rich products backed by real insight and patented technology. Others may imitate, but they often lack genuine innovation or technology,” he said.
He also remarked on the increasing prevalence of generic imported products marketed via social media, adding, “It’s easier today to import generic products, slap on a label, and market them online. But delivering real consumer experience and building a trusted brand like Philips takes time.”
Talking about plans post the launch of electric shaver, Kaul stated that the brand will market across out-of-home media, experience zones, digital platforms, and more partnerships.
He further added that the brand is starting with top-of-the-line products not only in male grooming but also in other categories. For instance, it will soon launch a laser hair removal device for women, which will offer significant convenience and long-term cost savings.
“Imagine a product you can use at home—after just a few sessions, you’re hair-free for 12 months. That’s true freedom, and that’s real innovation. This is something we are currently working on and will unveil it soon,” conveyed Kaul.
