Ravi Shastri turns entrepreneur with new venture 23 Yards

Ravi Shastri, the former cricketer and Indian men’s cricket team coach, has launched men’s grooming company, 23 Yards, in partnership with Mumbai-based Ador Multi products.  Now, 23 Yards will compete with Set Wet, Bombay Shaving Company and like more personal care companies.

The company will sell personal care and hygiene products, including beard oils, face wash, body wash, aftershave, deodorant, and hand sanitizer for a targeted age group of 25 to 40 years. The starting product will be available as low as INR 25 on their online stores.

The 58-year-old, Shastri said “With 23 Yards, I’m stepping into this ever-evolving world of entrepreneurship and startups. The reason for choosing a men’s grooming line comes from my personal interest in looking and feeling great that eventually enhances the quality of your output whatever you may be doing,”.

Shastri will have 49% with  51% Ador Group in the venture.

Ador Multiproducts’ chairperson Deep Lalvani citing a ASSOCHAM report that the men’s grooming in India is projecting a massive compound annual growth rate of about 45%. At INR 16,800 Cr in 2018 in India, it is expected to touch INR 35K Cr by 2021. He believes that this is majorly due to the drastic transformation in grooming and self-care, especially among the younger generation.