Shaving Trends That’ll Cut Deep

What Men Really Want from Their Razor Experience?

For Indian men, shaving is no longer just a routine driven by habit. It’s becoming a conscious grooming choice shaped by comfort, convenience, value, and evolving personal style. From daily groomers to occasional shavers, razor decisions today reflect changing lifestyles rather than fixed rituals.

In this edition of The Pulse Shift, we explore how Indian men are rethinking shaving and what this behavioural shift means for the future of the razor category.

Why Men Are Changing Their Shaving Routine

Shaving has quietly moved from being a functional necessity to a more considered self-care decision. Men are questioning how often they need to shave, which formats truly suit their routines, and whether the experience justifies the price they pay.

Instead of chasing the “closest shave,” many are now prioritising comfort, ease, and flexibility especially as grooming routines become more personalised. This shift is reshaping expectations from razor brands, pushing them to move beyond legacy assumptions.

Key insights from the report

The Razor War: Blade vs. Electric

The razor category is no longer defined by a single dominant format. Men are increasingly split between cartridge razors that deliver comfort and familiarity, and electric razors that prioritise speed and convenience. This divide reflects lifestyle differences, skin sensitivity concerns, and varying definitions of what an ideal shaving experience looks like.

2. Shaving: Daily Ritual or Occasional Task?

Shaving frequency is becoming more fluid rather than fixed. While some men continue to treat shaving as a disciplined daily habit, others are moving toward more flexible, need-based routines. Beard trends, hybrid grooming behaviours, and changing work lifestyles are all influencing how often men choose to shave.

3. Price Still Rules the Razor Game

Even as expectations around comfort, performance, and design rise, price remains a central decision factor. Men continue to evaluate razors through a strong value-for-money lens, carefully balancing experience against cost. This reinforces that innovation must feel practical and affordable to drive sustained adoption.

What This Means for the Razor Category

The shaving market is fragmenting into multiple consumer mindsets—each with distinct expectations and behaviours. Success in this category will depend on how well brands can design for real-life grooming patterns, not idealised routines.

The next phase of growth will be driven by solutions that combine comfort, convenience, and value—without overcomplicating the experience. Often, the most impactful innovation lies in small, meaningful improvements rather than bold, headline-grabbing features.

There’s More Beneath the Blade

This article captures only the surface of a much deeper consumer story. The full report explores how shaving behaviour varies across age groups and income segments, what drives razor switching and replacement cycles, where men prefer to shop, and how sustainability and refill systems are beginning to shape grooming decisions.

Download the full report to uncover the complete shaving story.

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