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International Journal of Sales & Marketing Management Research and Development (IJSMMRD) ISSN(P
At the turn of the millennium, India was poised for change. Liberalization was in full flow and the markets were blooming. Men are becoming extra conscious about their appearance. The male cosmetic industry in India is growing at a compound annual growth rate of 15 to 20 per cent. The Indian male cosmetics market, which was traditionally a stronghold of a few major players, has seen a lot of foreign entrants in recent times. This study examines in some depth the influences of self-esteem andfatcat:apb7qabwzbaw5o7e64oizm4acy