“I’m not a metrosexual,” said network engineer Tausif Adhikari with just a hint of chagrin. Adhikari, 30, was reluctant to acknowledge any metrosexual behaviour at first.
Dean Williams
MUMBAI: “I’m not a metrosexual,” said network engineer Tausif Adhikari with just a hint of chagrin. Adhikari, 30, was reluctant to acknowledge any metrosexual behaviour at first.
After a bit of prying, however, he not only confessed to having his regular haircut at a famous Bandra salon, but also to indulging in a luxurious shampoo-and-massage routine every time he has a lock snipped. “Does that make me a metrosexual?” Umm...yes!” Adhikari said.
According to a survey carried out by ACNielsen, every second man from the four Indian metros (Delhi, Mumbai, Kolkata, and Hyderabad) is the proverbial metrosexual – an urban male focused on his looks. But Mumbai has the most metrosexuals among the metros: 60% of working men in the city want to look stylish at all times, compared with an average of 47% for Metro India.
The survey reported that one in three Indian men claimed to visit a hair salon two to three times a month for more than just a haircut, head massage and colouring are high on the agenda as well. Turn to DNA Mumbai, p7
And the metrosexual bandwagon is not the preserve of the younger lot; the men surveyed were aged 25 and above and earned a monthly salary of more than Rs10,000. Most men are loath to admit that they have set aside an appreciable chunk of time for preening, but the figures speak for themselves.
“I don’t spend too much time on my appearance,” said actor Fardeen Khan (not to be confused with actor Feroze Khan’s son). “But I have many friends who really take pains to look good. They get their hair straightened and coloured all the time.” But Khan conceded that he uses a sun-block cream. “I spend maybe 10 to 15 minutes getting ready for a night out,” he said.
One 32-year-old Mumbai-based media executive, who preferred to remain unidentified, said he started using face creams and styling gel years ago on the advice of his stylist Colleen Khan.
“I use face creams because they keep my skin healthy, and styling gels are great when you want a certain look,” he said. The anonymous Narcissus said that he has visited spas all over the world. “Recently I went to the Amara Spa at the Park Hyatt in Dubai. But I’ve been to spas all across the globe,” he said.
“I think the survey proves that the mindset of the urban male is broadening, and that there’s a definite style-consciousness creeping in,” said Vatsala Pant, associate director, client solutions, Nielsen.
Pant believes the notion that anything to do with beauty is the sole preserve of women is being steadily eroded. She said that was one of the reasons why an increasing number of men are enjoying beauty treatments and are investing in beauty products. “Male beauty products have come out from under the counter. We are already seeing increased advertising activity for beauty products targeted at men,” she said.
According to Nielsen, the male-grooming market in India is worth Rs695 crore (as of January) and is growing at a rate of 11%; the figure for the metros is 12%.
Mumbai by numbers
60% of working men in Mumbai want to look stylish at all times. The average for Mumbai, Delhi, Kolkata and Hyderabad is 47 %.
36% Mumbai males visit the gym or the sports club. Average for the four cities is only 18%.
48% Mumbai males visit salons and parlors. Average for the four cities is only 26%.
46% Mumbai males visit salons at least 2-3 times a week.
Source: ACNielsen
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