Boat enters personal grooming segment with sub-brand ‘Misfit’
Lifestyle consumer tech brand Boat has expanded its portfolio with the launch of its sub-brand ‘Misfit’ which marks its entry into the lucrative personal grooming segment.
After success in the earwear and wearable segment in India, Boat is looking to make inroads in the personal grooming segment with the launch of Misfit; offering products such as beard trimmers, shavers, groomers, and many more.
Targeted at millennials, Misfit is banking on its affordable pricing and innovative products to drive sales. The brand will also launch a range of women's personal care products in the Indian market soon. Misfit products will be exclusively available on leading e-commerce platform Flipkart and Boat’s website.
Commenting on its entry into the grooming category, Aman Gupta, co-founder of Boat, in a statement said: “After having established our leadership in earwear and wearable category, we are all set to strengthen our lifestyle portfolio under the ‘Misfit’ brand. With Misfit, we want to bring in a fresh approach to the personal care category by designing products specifically for the millennials.”
Boat was launched in 2016 by Aman Gupta and Sameer Mehta. The brand has already raised around $100 million (Rs 740 crore) million from an affiliate of Warburg Pincus to fuel its growth plans.
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