For a long time, many Indian men did not think about grooming at all.
Products were bought by the women of the house, and men used whatever was already at home.
Hitaysh Dhingraa saw this gap and decided to change it.
He co-founded The Man Company, which he says grew to 200 crore in revenue.
Now he has returned to the founder's seat with a new venture called Puresta, built around skincare, health and AI.
Key points
- Hitaysh Dhingraa co-founded The Man Company and Puresta.
- The Man Company is described as reaching 200 crore in revenue.
- He joins Season 2 of Bharat Ke Super Founders as an investor.
- He is starting again with a focus on clinical proof in skincare.
Where did this journey begin?
The Man Company started with a hard problem.
Men were not involved in grooming, so the founders had to change how men thought about their own care.
The team chose content first.
They made videos and posts explaining why grooming matters and how men could improve their routine.
What made the early years so hard?
Changing a habit is much harder than selling a product.
Men had to see grooming as something meant for them, not only for the family.
Dhingraa says the team also brought in actor Ayushmann Khurrana as a brand ambassador early on.
His face and persona gave the brand the reach it needed.
When did they know it was really working?
The signal came from the audience. Some campaigns went viral, which brought wide reach and recognition.
Dhingraa says those results later showed up in the numbers too. At that time, D2C was not yet a common term in India.
Where is he today, and what comes next?
Dhingraa is now building Puresta and joining Season 2 of Bharat Ke Super Founders.
On the show, he will back very early-stage businesses from areas like climate tech, AI and consumer brands.
He believes the next wave of beauty and wellness will be built on clinical proof.
For him, that is the lesson he wants to bring to the founders he meets.
Startup Story
3 lessons from this journey
- Pick a problem that feels hard, because the hardest changes often matter most.
- Use simple content to explain why people should care before asking them to buy.
- Hold on to a clear purpose, since it helps you through the lows of building a business.
