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Grooming Brand Launches in India

Premium mens grooming brand Captain Fawcett is set to expand into India, landing in an industry that reached US$2.1bn in 2023.

The business, headquartered in King’s Lynn, Norfolk, was founded by Richie Finney following two decades working in the British film industry. After making Moustache Wax at home for personal use, his jars made their way onto movie sets where make-up artists were impressed by their staying power and the brand began to grow to include Beard Oil, Beard Balm and Shaving Creams.

Already exporting to 41 different countries from Iceland to New Zealand and as a frequent visitor to India, Richie was early to spot the potential: an economy on track to be the third largest in the world by 2027 with 95 million middle class consumers by 2035 looking to buy high-quality, British goods.

After visiting India several times to research the market size and audience, the business was supported by David Earp, International Trade Advisor with the Department for Business and Trade (DBT), who helped with developing a launch strategy and access to grant funding. As a result, Captain Fawcett is pleased to announce that he has now sourced in-country distribution.