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The journey of Manive with Rajan Kalra

by Arun Shirishkar

Rajan Kalra, Founder, Manive is here to provide us insights on the journey of his male grooming brand, Manive. In a conversation with Payal Upase, Rajan discusses the philosophy, growth and ideology of the brand.

  • What made you choose the field of male grooming and wellness?
    In an evolving trend in India, men are beginning to look at innovative grooming and organic personal care products created specifically for them. But men’s wellness products are nonexistent. Except for a few necessary hair and skincare products the wellness industry mainly caters to the needs of female consumers. The fact is, the global trillion-dollar wellness industry and its subcategories – personal care and beauty, weight loss, supplements, mindfulness – have very little to offer in the male wellness category. Manive has cracked open the shell and manned up to meet the demands in the male wellness space. The lack of good quality products for men has inspired us to curate Manive – Wellness for Men.
  • How has the response of the audience been towards Manive products?
    We have received a fairly good response from consumers. The idea of investing time in a long-term self care-rituals isn’t widely adopted by male consumers yet. Manive aims at  fulfilling the basic needs for those who want to use the highest grade ingredients, while sticking to a simple grooming routine. Bathing with Manive Aromatic soaps can make a daily habit an luxurious experience. Our focus is on our audience achieving short-term, tangible benefits every day.
  • Manive’s philosophy of the modern man is very different as compared to the philosophy of the macho man. What made you choose an alternate path?
    Masculinity reinforced by societal stereotypes is actually manipulating our perceptions of men and their relationships with their bodies. Social media portrays an image that honestly is unreal. We still have a big misconception that men don’t care about their looks the way women do. The Manive Modern man is confident, smiling, joking and making everyone around him feel great. With Manive we want to encourage men to feel confident and comfortable in their skin.
  • What was the reason behind choosing universal elements as the theme for Manive?
    For generations humans love the natural and organic appeal of elements that make them feel calm and at peace. In recent years the growing awareness of the dwindling of the earth’s resources have made it even more apparent to bring nature into our personal care space. The universe comprises 5 simple elements – Earth, Water, Fire, Wood and Metal. We at Manive, believe in the unique nature and spirit of these elements and their affinity towards any individual. In an attempt to elevate the rising consciousness among men for their well-being, Manive, an eco-conscious brand, curated especially for men. The brand has integrity and is conceptualized to be marketed in India as a means to a cruelty-free, non-chemical route to men’s wellness. Each product of Manive is free of parabens and sulphates and is not tested on animals.
  • What other products can we expect from Manive in the near future?
    As more men choose to grow beards in India rather than going clean-shaven, special beard-care products are emerging to help hirsute men take care of their carefully-cultivated pride and joy. We have just launched Manive Beard and Mustache Oil, our Flagship product and we will soon launch Manive Beard Wash.

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