India’s ever-growing personal grooming market is prompting Himalaya Drug Co (HDC) to grow its offering in this segment. The personal care division of the Ayurvedic drug marker is all set to launch two new products by the end of September. HDC also plans to enter the male grooming products segment in the next 12 months.

The Bangalore-based HDC will unveil a Gentle Exfoliating Daily Face Wash and an Under Eye Cream under the Himalaya brand name. In the male grooming category, the company intends to launch about five products ranging from moisturizers to fairness cream and face washes.

“The country is witnessing an increased awareness and need for male products. With few players specializing in the male grooming category, Himalya will make use of its Ayurveda and Herbal positioning to deal with the competition,” Saket Gore, HDC’s business head of the Consumer Products Division, said.

According to Gore, the company would also introduce anti-ageing and anti-acne products. The personal care division is categorized under four heads – hair care, oral care, skin care and healthcare.

In the past three years, HDC’s personal care division has clocked 31-32 per cent growth. In the fiscal year 2008, the privately-held company generated revenue of about Rs 600 crore, of which the personal care division has contributed about 35 per cent.

India’s male grooming market has of late seen influx of companies and product categories. Nivea, Godrej, Hindustan Lever and Emami are some of the big players in this category while Wipro Consumer Care and Lighting is looking to get a foothold in this segment as well.

An AC Neilson report estimates the personal care products market to be huge and estimates the shampoo segment alone to be worth about Rs 2000 crore. Similarly, in the skincare segment, the market for fairness products is pegged at Rs 900 crore, while other products would have a market value of Rs 500 crore. Of this, roughly 30-35 per cent is in the male grooming category.