Indian salon-backed haircare brand KT Professional has expanded its portfolio with the launch of KT Men, a science-driven men’s grooming line aimed at tapping into India’s rapidly growing personal care market. The rollout is amplified through strategic partnerships with Mumbai Indians (MI) and Royal Challengers Bengaluru (RCB), aligning the brand with some of cricket’s biggest names such as Virat Kohli, Rohit Sharma, Hardik Pandya, Jasprit Bumrah and Suryakumar Yadav.
With a comprehensive product portfolio spanning shampoos, beard oils, styling gels, face washes, body washes, fragrances and hair protection sprays, KT Men is being distributed through a robust omnichannel network, including leading e-commerce platforms, quick-commerce players, offline retail, and salon ecosystems across India.
Ahead of the Indian Premier League 2026, SportsMint Media spoke with Mr Dhruv Sayani, Founder of KT Professional, to discuss the brand’s market strategy, its IPL-led expansion play, and how KT Men aims to penetrate deeper into India’s high-growth grooming segment.
1. What made Mumbai Indians and RCB the right partners for KT Men’s India launch?
KT Men entered India after identifying a clear gap in performance-based haircare and skincare solutions for men. Today, younger consumers are facing issues like early greying, hair fall, and balding much earlier—sometimes even in their 20s. However, there aren’t enough science-backed, solution-driven products addressing these concerns. KT Men is built on a performance-first approach, using keratin protein derived from plants, and aims to redefine how men’s grooming is perceived in India.
Given this positioning, it was important to partner with teams that represent performance at the highest level. RCB was a natural fit because of the association with Virat Kohli, who represents both performance and style, and is an inspiration for millions. At the same time, being a Mumbai-based brand, the association with Mumbai Indians is deeply rooted in identity. The partnership reflects the brand’s connection to the city and its ambition to serve consumers across India from its home base.
2. How does this collaboration align with KT Professional’s long-term strategy?
KT Professional has been in the market for around six years, primarily focusing on women’s haircare. With KT Men, the company is expanding into a new segment with a clear focus on solving real consumer problems. The strategy is centred around connecting with “real India”, which goes beyond metro cities and includes Tier 2, Tier 3, and smaller markets. Sports play a key role in this approach, acting as a unifying platform that allows the brand to reach a wide and diverse audience.
This is not a short-term play, but part of a longer journey to build relevance across both men’s and women’s categories through sports and entertainment.
3. How does the IPL help KT Men reach deeper markets?
The IPL is more than just a cricket tournament, it’s a nationwide festival that brings families together. It creates a shared viewing experience across cities, towns, and rural markets. For KT Men, this provides an opportunity to connect with households across India at scale. The brand has already launched in 86 cities across 27 states, supported by a network of 150 distributors. The IPL helps amplify this reach and strengthens visibility across these markets.
4. What are the key objectives for KT Men from these partnerships?
The primary goal is to build awareness around KT Men’s product offering and its performance-driven positioning. The brand wants consumers to understand the science behind the products and recognise their effectiveness. With a launch price point of INR 399, KT Men is also aiming to remain accessible while delivering quality. The focus is on connecting with a younger audience that is increasingly aware of ingredients, product benefits, and overall value.
5. What kind of fan engagement opportunities does the IPL provide?
The IPL offers a unique opportunity to go beyond traditional marketing. KT Men is looking to build a community around the brand, rather than just a customer base. Through its partnerships, the brand plans to create experiences such as match access, stadium visits, and fan-driven interactions. The idea is to bring consumers closer to the game and build a shared sense of belonging. Cricket in India is deeply emotional; fans celebrate wins and feel losses together. KT Men aims to become part of that larger community experience.
6. KT Men is targeting INR 100 crore in its first year, what will drive this growth?
The growth strategy is built on both online and offline channels. On the digital side, KT Men is available across 18 e-commerce platforms and three quick commerce platforms, covering over 120 cities and more than 2,500 pin codes. Offline, the brand is leveraging its existing distribution network, with a presence across pharmacies, general trade, supermarkets, and modern retail. Additionally, grooming products are part of a regular consumption cycle, which supports consistent demand and repeat purchases.
7. How do you evaluate ROI from an IPL partnership?
KT Men does not view this association purely from a short-term ROI perspective. Instead, it is seen as a long-term investment in brand building and consumer connection. Cricket holds a unique place in India, and being associated with the sport allows the brand to connect with millions of consumers in a meaningful way. The focus is on building trust and relevance over time rather than immediate returns.
8. Does this mark the beginning of a broader, long-term sports marketing strategy for KT Men?
Yes, this is just the beginning. While the IPL marks KT Men’s entry into sports marketing, the brand plans to expand into other sports such as hockey and football. There is also a strong focus on grassroots development through CSR initiatives, where KT Men aims to support young athletes who may lack access to resources and training. Additionally, the brand intends to align with initiatives like the Fit India movement, reinforcing its commitment to fitness and performance as core values.
