Beardo.in

Beardo, operating under its legal entity Zed Lifestyle Private Limited, was established in Ahmedabad, India, in 2015 by founders Ashutosh Valani and Priyank Shah. The entrepreneurs identified a significant gap in the Indian market for quality men's grooming products, which was heavily saturated with offerings for women. Valani, a Masters of International Business graduate, and Shah, a businessman by disposition, had prior e-commerce experience with their venture, aajkiitem.com, which sourced and sold products on major online platforms. This background provided them with critical insights into the digital retail landscape, which they leveraged for Beardo's direct-to-consumer (D2C) model.

The company initiated its journey from a small garage with modest capital, launching with beard oil and beard wash as its initial products. The business model is primarily D2C, utilizing its own website and major e-commerce marketplaces to reach a broad consumer base. Revenue is generated through the sale of its grooming products. Over time, the brand has established a significant offline presence, with its products available in thousands of salons and retail stores across India. The primary target demographic is urban men between the ages of 18 and 35 who prioritize personal grooming.

Beardo's product portfolio has expanded considerably since its inception. Initially focused on beard care essentials like oils, waxes, and washes, the company has diversified into a comprehensive men's grooming brand. The product lines now encompass hair care, including shampoos and styling waxes; skincare, with face washes, scrubs, and lotions; and a popular fragrance range featuring perfumes and body sprays. The company also offers grooming tools such as trimmers and beard activators.

A significant milestone in the company's history was the strategic investment from Marico Ltd, a major Indian consumer goods company. In 2017, Marico acquired a 45% stake in Zed Lifestyle. This partnership provided Beardo with the resources to scale its operations and distribution. By July 2020, Marico had acquired the remaining 55%, making Beardo a wholly-owned subsidiary. This acquisition marked a successful exit for early investors, including Venture Catalysts. Following the acquisition, the founders, Valani and Shah, have since moved on to new ventures, including RENÉE Cosmetics.

Keywords: men's grooming, beard care, D2C brand, skincare for men, haircare for men, Ashutosh Valani, Priyank Shah, Zed Lifestyle, Marico, beard oil, face wash, men's fragrance, e-commerce, grooming products, Indian startup, Ahmedabad, beard wax, men's personal care, online retail, grooming kits, hair wax, perfume, trimmers