Unusual Way Gillette’s Low-Cost Razor Came to Be

The went to India to see how people in the countryside shaved

By Christopher Freeburn, InvestorPlace Writer


ProcterAndGambleLogoFive years ago, a score of executives from one of the world’s largest consumer products manufacturers made 300 visits to rural India in a bid to develop a new razor for consumers in the developing market.

Watching how men shaved in small Indian villages gave the executives the guidance they needed to create Procter & Gamble‘s (PG) Gillette Guard, which hit retail locations in India three years ago. The product was an immediate hit and now accounts for about two-thirds of all razors sold in the country, the Associated Press notes.

Impoverished 13-Year-Old Indian Girl Begins Master’s Degree Program
Impoverished 13-Year-Old Indian Girl Begins Master’s Degree Program

The executives were particularly inspired by watching one man, who shaved without electricity, running water or a mirror, while seated on the floor of his small home.

Developing products geared to local conditions, instead of simply repackaging products made for the U.S. market, has helped P&G dramatically increase the percentage of its annual revenue generated in emerging markets.

The Indian market is a strong focus for consumer products makers. The Indian economy is growing at 3.2% annually, though poverty remains widespread. India is home to about 1.24 billion people.

Last month, P&G reduced the number of diapers in contained in packs its popular brands, effectively raising the price.

Shares of P&G slipped slightly in Monday morning trading.

Article printed from InvestorPlace Media, https://investorplace.com/2013/10/unusual-way-gillettes-low-cost-razor-came-to-be/.

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