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The Disruptive Underdog Angle [ 🧔 Beardo ] “While global brands fought over razors, Beardo sold rebellion in a bottle.” •This is part 4 of our series - Disruptive Barnds Changing The Game In India In 2015, Ashutosh Valani and Priyank Shah saw a rising trend in India—beards were back in fashion, but there were no specialized grooming products for men. Sensing this gap, they launched Beardo, starting with just two items: beard oil and beard wash. What began as a passion project soon became a category-defining brand. --- •Strategy & Product-Market Fit Beardo targeted urban men aged 25-45—image-conscious, social media savvy, and open to trying premium grooming products. Most brands were still selling razors and shaving creams, so Beardo’s positioning around beard care instead of beard removal instantly clicked. --- •Initial Go-to-Market: Salons First Their clever move? Partnering with salons and barbershops. This gave Beardo instant credibility and product visibility. Barbers not only used the products but recommended them, making them Beardo's first unofficial brand ambassadors. By 2016, Beardo was in over 200 salons across India. --- •Branding That Clicked Beardo marketed itself not as just a grooming solution—but a lifestyle brand. Their bold, masculine identity, edgy content, and use of celebrities (including Suniel Shetty and Hrithik Roshan) helped create aspiration. Instagram and influencer marketing became their key channels, helping them grow organically in a crowded market. ---- •Value Proposition Beardo offered: Premium grooming for men with beards High-quality, natural ingredients A bold brand identity that celebrated masculinity It later expanded into hair care, fragrances, and skincare, becoming a one-stop grooming solution for men. --- •Key Lessons for Entrepreneurs Today 1. Spot under-served niches—Solve real customer pain points. 2. Leverage early adoption channels—Like salons or small retailers to build credibility. 3. Build a lifestyle brand, not just a product—Connect emotionally. 4. Adapt and scale—Beardo moved beyond beards to become a full grooming brand. 5. Strategic exits are valuable—Marico’s acquisition gave Beardo both scale and stability.