Indian male shoppers break stereotypes with grooming and fashion choices: GoKwik

New data from GoKwik for Men’s Day 2025 signals a decisive shift: Indian men are trading functional buys for identity-driven indulgence, with a staggering over 71% of demand surging from non-metro cities.

GoKwik’s analysis of orders placed this Men’s Day signals a clear departure from the 'soap-and-water' stereotype. The "Soft Masculinity" trend is undeniable: over 65% of all grooming and personal care orders originated from Tier 2 and Tier 3 cities, debunking the myth that metro men are the primary consumers of beauty products. Grooming categories saw specific traction, with specialized lip care and advanced skincare items finding their way into thousands of shopping carts across the country.

“The 2025 data busts the myth of the stoic Indian male shopper. We are witnessing a paradox where men in Tier 2 towns are following global runway trends while carefully sculpting their silhouette underneath. It is no longer about utility; it is about identity. Fashion data confirms this shift: for every 'slim fit' item sold, nearly 1.7 'oversized' or 'relaxed fit' items were purchased, signaling a clear preference for global streetwear aesthetics over traditional fits,” said Chirag Taneja co-founder, CEO GoKwik.

GoKwik’s analysis of consumer behavior also highlights a "silent upgrade" in personal care. There was significant traction for High-Compression Shorts and Slimming Vests, with over 60% of these body-shaping orders coming from Tier 2 and 3 markets. Additionally, the wellness category saw robust activity, with over 1,400 units of personal wellness and intimacy products sold in a single day, often shipped to smaller districts where anonymity is valued. High-fashion items like premium fragrance kits and graphic hoodies were shipped to towns like Buldhana and Kottayam, indicating that high-intent fashion is a nationwide phenomenon.

GoKwik’s data also showed that gifting patterns have matured, contributing to nearly 7% of total orders, with partners moving beyond the boring wallet-belt combo to personalized 4-in-1 gift combos and curated grooming kits.

"This data proves that the Indian male shopper is not only ready to spend but is now highly experimental, driving a multi-billion dollar opportunity outside of the major metros. For brands, the challenge is conversion and trust in these emerging markets. We empower brands to tap into this 71% demand effectively by optimizing their checkout for Tier 2 and 3 buyers, delivering high conversions, and ensuring a seamless, trustworthy experience. The brands that win will be those who use data to sell identity, and the right technology to convert intent,” Taneja added.