A thread on how P&G made a razor for Indian men.
When P&G (thru Gillette) decided to ramp up their presence in India, they knew they needed a new razor. (1/6)
When P&G (thru Gillette) decided to ramp up their presence in India, they knew they needed a new razor. (1/6)
However, the executives at P&G did not want to make the arduous trip to the subcontinent and instead decided to test the product on Indian students at MIT. And to their surprise, almost all of them came back with positive reviews.
However, when the company launched the product back in India, it didn't work out as well.
So the executives were compelled to visit India to see why consumers weren't buying their new razor. And boy, were they in for a surprise.
So the executives were compelled to visit India to see why consumers weren't buying their new razor. And boy, were they in for a surprise.
They met a man in a remote village in India and unlike in the US, he had no running water, mirror, or other fancy equipment. All he had was a mug, some water and inordinate amounts of patience to shave without cutting his skin.
In fact, he didn't care much for a close shave. All he wanted to do was to protect his face.
So Gillette threw out their old blueprints and built a new razor from scratch.
So Gillette threw out their old blueprints and built a new razor from scratch.
They removed an extra blade, stripped-down as many parts as possible to make it cheap, added a plastic guard with a comb to protect the skin and help with unruly beard hair.
Within 3 years, Guard represented 2 out of every 3 razors sold in India.
Source: bit.ly/37b56Sb
Within 3 years, Guard represented 2 out of every 3 razors sold in India.
Source: bit.ly/37b56Sb
