“AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO
FAIRNESS CREAMS FOR MEN”
Synopsis of the project report to be submitted in partial fulfillment of the requirement for the degree of master of business administration.

SYNOPSIS
Title: “AN EXTENSIVE STUDY ON CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO FAIRNESS CREAMS FOR MEN”

Introduction: Till the last decade it was almost unimaginable that there would be a fairness cream for men among male grooming products. As it turned out, men contributed significantly to consumption of fairness product. That shouldn't be surprising as we live in a society which is obsessed with fair skin. This phenomenon was not restricted to women and, unknown to marketers, had influenced Indian man as well. The size of Indian skincare market including creams, moisturizers and cleanser is estimated at Rs 4,750 crore. Of the total skincare market, the fairness cream market in India is estimated at Rs 2,200 crore plus. In the past few years, the men's grooming market has grown exponentially with brands launching not just the run-of-the-mill shaving gels and foams, but fairness creams, moisturizers, face washes and other grooming products targeted specifically at men, with fairness creams leading the pack. One of the major reasons behind this is that over the years, Indian male became more and more conscious of his looks, not just in the business world but also in society. A lot depended on how he presented himself. Celebrities, too, became more vocal about their grooming habits, sharing self-grooming details in TV and print interviews.
Men's fairness cream market in 1999: Did not exist. Men's fairness cream market in 2009: Rs 100 crore.Men’s fairness cream market in India is still a fairly small segment - just Rs 186 crore (Rs 1.86 billion) out of the total Rs 2,200 crore (Rs 22 billion)