The Indian grooming industry has come a long way over the years. While men’s grooming products, skin care, beard oils, perfumes, and shaving creams are now common, it was a very different story many decades ago. It was a period when there were few products to begin with, and whatever was there was pricey and dominated by foreign companies. But in such a time, there emerged an Indian company, which laid the foundation for one of the biggest success stories in the world of personal care – VI-JOHN.
While initially a small family business operating in Old Delhi, VI-JOHN today boasts of being a household name for millions of Indians. Not only did it establish itself as the name for shaving creams in India, but it was also successful in entering into the categories of fragrances, skin care, hair care, hygiene, and grooming.
The Beginning of VI-JOHN in 1960
The story of VI-JOHN started in 1960 when Late Sardar Suchet Singh Kochar founded the company in Delhi. During that period, India’s personal care industry was still developing, and high-quality grooming products were not easily accessible to the common consumer. Most premium products were either imported or too expensive for middle-class families.
Suchet Singh Kochar saw the potential that existed in this gap and made an attempt to create affordable personal care products for Indian customers. At the time, the company had a very small operation at Sadar Bazaar, Delhi, which is one of the oldest wholesale markets in India.
Some of the products manufactured by the company included:
- Petroleum Jelly
- Fragrant hair oils
- Talcum powder
- Vanishing cream
- Personal care items
Though the operations were small, the idea behind them was big. The entrepreneur focused a lot on making high-quality yet affordable products available easily to people.
The Story Behind the Name “VI-JOHN”
Another intriguing feature regarding the history of the brand concerns the distinctive name of the brand.
The Indian customers in the 1960s and 1970s were attracted to names that seemed foreign because foreign products appeared to be luxurious and modern. Understanding the customer preferences, the founder of the brand chose a name that was considered exotic, naming it “VI-JOHN.”
This branding technique turned out to be highly successful in helping the brand establish itself among customers, ensuring both a luxurious appeal of the brand name and affordable prices for Indians.
Over time, the brand became associated with shaving cream in India.
The Turning Point — VI-JOHN Shaving Cream
The biggest achievement for the company came when it introduced VI-JOHN shaving cream.
During that time, it was very common for Indians to use shaving soaps, especially in barber shops. But, shaving creams were slowly catching up as they provided:
- Good lathering properties
- Smooth shaving
- Comfortable shaving
- Easy to use
Recognizing the opportunity, VI-JOHN introduced its own line of shaving creams that were economical, effective, and accessible.
The introduction of the product was a success since it offered great value for money and was not as high-end as the foreign one. VI-JOHN aimed its marketing towards the masses in India.
Some areas where VI-JOHN had major success in terms of sales were:
- Indian salons
- Roadside barbers
- Small shops
- Indian rural markets
- Middle classes
Fragrance from the VI-JOHN shaving cream was synonymous with Indians.
How VI-JOHN Became a Market Leader
VI-JOHN, although still at the very initial stage of its activities in the country, functioned in a completely different environment from the current one. Major companies were engaged in the sales of their goods in big cities for their loyal customers.
Simultaneously, VI-JOHN steadily started its operations in areas that were mostly ignored by many large companies producing cosmetics. Within no time at all, the products of the company were widely distributed through the shops selling cosmetics, markets, and barbershops in various locations. For the first time, many inhabitants of small towns purchased cosmetic products in the form of VI-JOHN shaving cream.
The overwhelming success of the company in terms of sales is connected with affordable prices and high accessibility in practically all stores. Moreover, the role played by local barbers should not be underestimated. Oftentimes, people would see red and white tubes of VI-JOHN shaving cream in different salons prior to purchasing it themselves.
Finally, VI-JOHN gained trust from millions of Indian citizens. Further down the road, VI-JOHN succeeded in winning a fierce competition with other firms by knowing the peculiarities of the Indian market and the affordability of its products.
Manufacturing Expansion and Business Growth
Compared to the current state of the Indian grooming market, during its initial stages, VI-JOHN entered into a business environment that was quite different. Most big firms during that era targeted urban centers and high-end clients; however, VI-JOHN silently began establishing itself in small cities and towns that other brands overlooked.
The firm expanded slowly, using cosmetic shops, traditional markets, and barbershops. As a result, many Indians could access their products effortlessly in their daily lives. In small towns and rural areas, the VI-JOHN shaving cream became among the first grooming products people purchased.
VI-JOHN achieved popularity because of its affordability and wide availability in local stores. Many Indians learned about the brand through the help of their barbers since they first came across its famous red and white shaving cream tubes in barber shops before buying them in stores.
Consequently, due to consistent delivery of quality and affordable products to the public, millions of Indians now trust VI-JOHN with grooming their skin. The success of VI-JOHN in the Indian market is attributed to understanding the demands of Indians better than many global rivals.
Evolution Beyond Shaving Products
VI-JOHN, although successful for its shaving creams, was not restricted to being just a brand of one single product type. According to shifting consumer demands, VI-JOHN diversified its product line and expanded into different types of personal care and grooming products.
In present times, VI-JOHN offers an extensive range of personal care and grooming products, including shaving creams, shaving foam, shaving gel, after-shave lotion, razors, deodorant, perfume, body spray, hair oil, shampoo, hair serum, hair color, face wash, skin care products, body lotion, winter care products, women’s grooming products, and hygiene products.
Thanks to regular diversification efforts, VI-JOHN has managed to transform itself successfully from a shaving cream company to a significant player in India’s grooming and personal care sector.
Major Brands Launched Under VI-JOHN Group
One of the greatest success stories in relation to VI-JOHN is the introduction and successful positioning of various brands that catered to different consumer demographics and requirements. VI-JOHN was still the most recognized brand of the VI-JOHN Group within the category of shaving and grooming products, and Cobra became the favorite brand amongst young consumers with its range of affordable deodorants, perfumes, and body sprays.
Master Stroke came up as an innovative and high-end brand for grooming-related products, while St. John was more of a general brand that provided personal care products and fragrances. With the increasing consumer demand for herbal products, the company introduced another brand named Prakritik, and Archies was yet another addition to the range of fragrances offered by VI-JOHN Group.
With VI-JOHN Women, the company introduced women’s grooming products, and later introduced Safai as another brand under the hygiene range. Thus, with all these strategic brand introductions, the VI-JOHN Group managed to diversify its operations from being a traditional shaving cream company to a diversified FMCG and personal care products company.
Celebrity Endorsements and Brand Modernization
VI-JOHN was long known to focus mainly on product quality and distribution over celebrity marketing. As competition grew, however, the company started spending more on its marketing efforts.
Among the highlights in VI-JOHN’s brand story is the association between Bollywood icon Shah Rukh Khan and the company. This greatly helped boost national brand awareness and modernize the brand image.
VI-JOHN has also tied up with celebrities such as Bipasha Basu, Sonali Bendre, and Emraan Hashmi for various categories of products.
Later, the company turned its focus towards targeting younger generations through modern brand marketing campaigns.
Innovation and Industry Achievements
VI-JOHN always ensured that innovation was its priority in the grooming business sector.
They had one significant success when, in 2018, they introduced India’s first-ever men’s hair removal cream called Master Stroke. It was seen as an important step towards the Indian male grooming sector.
Their other notable features include:
- Innovations in grooming at affordable prices
- Deep presence in the rural market
- Mass production
- Cooperation with salons
- Wide distribution in stores
Their grooming products were very popular amongst Indian consumers regardless of their age group.
International Expansion
As VI-JOHN grew in prominence within the Indian market, it entered the world market.
VI-JOHN began exporting its products to many countries, such as those in:
- South Asia
- Middle East
- Africa
- South America
VI-JOHN established a robust presence in the SAARC nations, comprising Nepal and Afghanistan.
International markets welcomed the product well due to its affordability and suitability for climates and grooming habits akin to those of India.
The entry into the world market is yet another milestone for VI-JOHN.
Consumer Nostalgia and Barber Shop Legacy
The emotional bond between the Indian consumer base and VI-JOHN is a distinctive feature that contributes to the success of the brand.
In the online grooming community, customers frequently refer to the scent of VI-JOHN shaving cream as the typical “Indian barbershop” aroma. VI-JOHN’s nostalgic image allowed the brand to stay relevant amid the rapid evolution of the Indian grooming market.
VI-JOHN in the Modern Grooming Industry
VI-JOHN is no longer a brand name associated only with the production of shaving cream products.
Nowadays, the company is involved in commerce related to:
- Men’s grooming
- Beards grooming
- Skin care
- Hair care
- Fragrances
- Women’s grooming
- Hygiene products
- Grooming accessories
Strategies used for further expansion of VI-JOHN’s business activities include:
- E-commerce activities
- Digital marketing campaigns
- Innovative approach towards distribution
- Development of new products
- Offering high-quality goods in the line of business
VI-JOHN can be considered one of those unique legacy Indian brands that were able to survive and keep their place in the market despite changes and developments taking place.
VI-JOHN is surely one of the most inspiring stories in the history of the Indian grooming industry. A small family company operating in the streets of Old Delhi has become an internationally recognizable brand.
Affordable and innovative products, as well as a focus on consumers, brought the brand to success. VI-JOHN changed along with the evolving preferences of the audience.
More than half a century later, VI-JOHN continues to occupy its own special niche among India’s grooming products.
Subscribe to us to read more about this type of one of the most famous indian brands who make their brand value from 0 to Millions.
