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Updated: July 14, 2025 21:24
In a world where entrepreneurship often begins with a pitch deck and a polished resume, Hitesh Dhingra’s journey is refreshingly raw. From duct tape and fake mustaches to redefining masculinity in India, his story is a masterclass in resilience, reinvention, and razor-sharp branding.
The Unlikely Origins
Hitesh Dhingra’s entrepreneurial spark ignited not in boardrooms but on the streets—through YouTube pranks and social experiments that taught him the art of grabbing attention
After dropping out of engineering, he launched a dating site that didn’t take off. But failure didn’t deter him—it redirected him
He went on to co-found Letsbuy.com, an electronics e-commerce platform that was later acquired by Flipkart, and then TrulyMadly, a dating app focused on compatibility and safety
The Man Company: A Gentleman’s Revolution
In 2015, Dhingra co-founded The Man Company, a premium grooming brand for men, with a vision to challenge toxic masculinity and redefine what it means to be a gentleman
The brand’s ethos is built on subtle masculinity, authenticity, and aspirational storytelling—far from the “spray and slay” deodorant ads that dominated the market
Products range from beard oils and face washes to sexual wellness and personal appliances, with packaging designed to feel classy and elevated
Strategic Brilliance and Market Expansion
The Man Company’s success lies in its direct-to-consumer model, omnichannel presence, and deep understanding of Tier II and III markets
Offline retail now includes over 70 exclusive stores, with plans to cross 100 outlets. These stores have proven especially effective in engaging older demographics
Online platforms still contribute around 70% of revenue, with strong performance on Amazon, Flipkart, Nykaa, and Myntra
Key Highlights
Emami, a major FMCG player, holds a 46% stake in the company, validating its market potential
Actor Ayushmann Khurrana is both an investor and brand ambassador, helping launch campaigns like “Bring out the gentleman in you”
The brand’s FY21 revenue stood at Rs 42.89 crore, with projections to cross Rs 110 crore the following year
Dhingra recently invested in House of Chikankari, signaling his intent to nurture other D2C ventures
Lessons from the Journey
Dhingra’s story underscores that every failed venture is a stepping stone. His advice to entrepreneurs? Focus on unit economics, build a resilient team, and never stop showing up
His branding philosophy is rooted in emotional resonance—educating men, embracing vulnerability, and celebrating individuality
Final Word
From prankster to pioneer, Hitesh Dhingra didn’t just build a brand—he built a movement. The Man Company isn’t just grooming India’s men; it’s grooming a new generation of entrepreneurs who dare to be different.
Sources: Forbes India, Financial Express, YourStory, TICE TV, Crunchbase, The Man Company official site
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