Vi-John, founded in the 1960s by Sardar Suchet Singh Kochar, began as a family-run business selling petroleum jelly and hair oil in Delhi’s Sadar Bazaar. The initial operations were handled by Kochar and his family, including packaging and local distribution.
Over time, Kochar identified a gap in the Indian grooming market for products that were affordable and accessible. He reinvested earnings into expanding the product range and developed a shaving cream, which he named Vi-John. The brand name was chosen to appeal to consumers who preferred foreign-sounding products, a trend during that period.
Product development was based on customer feedback and internal research. This approach led to gradual expansion and wider distribution.
In 1998, Harshit Kochar, the third generation of the family, took over operations as managing director. He completed his education in commerce with a focus on entrepreneurship and is responsible for the company’s current direction, which includes a focus on domestic and international growth.
Product Pipeline and Distribution Strategy
Vi-John plans to expand its men’s grooming portfolio to include beard care, hair styling products and deodorants. It is also preparing to launch skincare products that include niacinamide and salicylic acid, along with a product range based on traditional Indian ingredients.
The company is increasing investments in e-commerce and direct-to-consumer (D2C) channels. At the same time, it continues to strengthen its presence in offline retail, particularly in Tier 2 and Tier 3 markets, through trade partnerships and modern retail formats.
The company’s strategy includes an omnichannel approach to ensure distribution across both digital and physical platforms.
Revenue and Market Expansion
For FY26, Vi-John is targeting 15% to 18% revenue growth. This projection is based on new product introductions, increased digital and retail distribution, and expansion into new geographies.
International operations, while currently a smaller share of revenue, are growing in double digits. Vi-John is expanding in South Asia, the Middle East and Africa. These markets have shown early acceptance of the company’s product lines due to similarities in usage patterns and distribution structures.
The company also has plans to increase its presence in underpenetrated markets in the U.S. and expects consistent double-digit growth in the next three to five years, supported by product expansion and increased demand in smaller Indian cities.