Beardo founders bet big on celebrity brands, partner with actor Yash for ‘Villain’
After success in the men’s personal care market, Beardo’s founders, Ashutosh Valani and Priyank Shah, have now set their eyes on the celebrity brands business and partnered with popular actor, Naveen Kumar Gowda, better known as, Yash, to launch the brand ‘Villain’.
The men’s lifestyle brand Villain’s current product range includes perfumes, hoodies, and t-shirts. Villain plans to make deeper inroads in the fashion market by entering new product categories like footwear and accessories.
Villain is currently a D2C (direct-to-consumer) brand and exploring synergies with major e-commerce players to widen its reach in the country.
Commenting on the launch of Villain, actor Yash told Fashionnetwork.com: “The main idea behind the launch of the brand Villain is to simplify men’s fashion. With Villain, we’re planning to target men in particular with the age group of 16 to 30. We are trying to create a brand that is followed and loved by fashion enthusiasts who enjoy experimenting with minimalistic style.”
Talking about the product portfolio, Ashutosh Valani added: “Apart from our current product portfolio, in the future, we want to come up with a signature sneaker, sunglass range, and a wristband/ accessory.”
On expansion plans, Priyank Shah said: “For now, the brand is a D2C (direct-to-consumer) model, which we’re planning to sell on the official website of Villain itself to create a loyal customer base, where people can shop genuine products from the website. Whereas in the coming future we are also planning to tie-up with marketplaces like Amazon and Myntra in terms of a better proposition for us because it is a lifestyle brand that can serve the purpose.”
Unlike the west, the concept of celebrity brands is relatively new to India with a handful of brands like Hrithik Roshan’s HRX, Shahid Kapoor’s Skult, Deepika Padukone’s All about You, Virat Kolhi’s Wrogn, Yuvraj Singh’s YWC, Sonam Kapoor’s Rheson amongst others competing in India’s $100 billion apparel market.
Ashutosh Valani and Priyank Shah’s had managed to make Beardo a profit-making company in a short span of time, which was recently fully acquired by FMCG major Marico.
With the success of Beardo and star presence of Yash, coupled with its expansion plans Villain could very well be the next big player in the country’s nascent celebrity brand market.
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