• Ms. Jacinta Ashita Tigga
• Dr. (Mrs.) Vinita Pimpale

One can subscribe to pretty much anything these days—clothes, groceries, coffee, even pet supplies. The subscription box has revolutionized the way consumers shop, offering convenience and personalization in an era of digital consumerism. While subscription services like Dollar Shave Club and Birchbox have gained traction in Western markets, the question remains: Will Indian male consumers embrace grooming subscription boxes in the same way? This study explored the acceptability of men’s grooming subscription services in the Indian e-commerce landscape. While India’s men’s grooming market is expanding, driven by increased awareness and evolving perceptions of masculinity, there appeared a gap in understanding whether Indian consumers saw value in automated, recurring product deliveries. To assess consumer sentiment, a mixed-methods approach was adopted, incorporating secondary data analysis, case studies, and primary research. A survey and in-depth interviews revealed key insights into purchasing habits, motivations, and barriers to subscription adoption. Ultimately, while subscription services thrive in predictable, high-usage categories, the men’s grooming industry in India faces unique challenges. Unless subscription services can offer distinct advantages over existing retail options, their adoption will remain limited. So, while the West unboxes subscription success, is India better off just picking what it needs, when it needs it?

Men’s Grooming Subscription, Subscription Box, Quick Commerce vs Subscription Model, Men’s Grooming Consumer Buying Behaviour

"Assessing The Acceptability Of Men’s Grooming Subscription Boxes In The Indian E-Commerce Market ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.e112-e119, January-2026, Available :http://www.jetir.org/papers/JETIR2601417.pdf

"Assessing The Acceptability Of Men’s Grooming Subscription Boxes In The Indian E-Commerce Market ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppe112-e119, January-2026, Available at : http://www.jetir.org/papers/JETIR2601417.pdf