"Men are increasingly becoming the drivers of growth at the Indian cosmetic market... As a result of this changing lifestyle, the male grooming market continues to grow at strong double digits," Dabur India Ltd Marketing Head-Beauty Care Sanjay Singal said in a statement.
He added the new product line has been developed keeping in mind that the needs of a male skin are completely different from that of a woman.
"This product has been developed keeping the male skin in mind and hence provides the instant fairness, which regular fairness creams do not provide," Singal said.
According to industry sources, the male grooming market is estimated to be more than Rs 2,000 crore per annum.
The company said, OxyLife Men Creme Bleach will be available in a 15 gm pack priced at Rs 40, while the 150 gm parlour pack is priced at Rs 125.