Bombay Shaving Company moves past the luxury kit

It launched as a handsome shaving kit priced at around Rs 3,500 that few people bought twice, and the founder spent years undoing that choice.

Teardown 06 of 10·From India·Grooming·2016·Members

Verdict · It was reversed

The luxury kit stalled at a 10 percent repeat rate, and the founder later called its exclusivity a “weird belief”.

Before

Gillette entered India in 1984.³ Its triple-blade Mach3 arrived in 2004, and sales stayed flat for a long time.³ In October 2010 it launched Gillette Guard at Rs 15 a razor, and Business Today called Guard “the first product created just for the Indian market”.³

Member

The rest of this is for members.

You have read the opening of this teardown. The rest of it comes with a membership.

One membership covers all four courses and Brands.

All lessons in the four Learn courses
All brand breakdowns in the Brands section
All quizzes, flashcards and crosswords
An AI teacher on every lesson, for up to 60 questions a day
All course material published during the membership

Price

Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.

See membership Already a member? Sign in

Sources for the opening

3How Gillette innovated and improved its market share in IndiaBusiness Today · 13 April 2014 (print edition) · businesstoday.in

Next teardown

Mailchimp goes yellow and keeps the chimp

In 2018 a profitable email company that had grown into a marketing platform redrew its identity and kept its winking chimp.

All 10 teardowns →