Rana Daggubati, and Roposo, India’s premier creator- led live entertainment commerce platform, have launched DCRAF, a co-created men’s grooming brand.
Roposo’s Glance Collective, a joint venture between Roposo’s parent company Glance and talent management firm Collective Artists Network, has just established the newest in a long line of celebrity-led unique labels.
They launched their first co-created brand, ‘EK,’ in the home and wellness area with Ekta Kapoor in November 2021. Roposo plans to co-create roughly 100 such celebrity and creator- ed companies across several segments in order to drive the creator economy by providing multiple entrepreneurial opportunities.
DCRAF prides itself on being an Indian brand with inclusivity as its core philosophy. For instance, it uses fun, creative adaptations of Indian faces from across the country and various regional scripts in its branding as a celebration of India’s diversity. The brand also plans to launch a unique reality show, live and exclusive on Roposo and Glance, to find a user who will be the next face of DCRAF. The winner will be featured on the uber-cool DCRAF packaging and will join Rana in representing the brand.
“I have been conceptualizing a simplified men’s grooming brand for quite some time now. With Roposo enabling the co-creation of celebrity-led brands, it became possible to take this concept to the market at such a large scale, very quickly,” said Rana Daggubati. “I believe that men neglect skincare and grooming because it seems overly complex to them. With DCRAF, my aim is to make ‘looking good’ simple for men through trustworthy, effective products. I’m happy to have found a partner like Roposo to make DCRAF a reality,” he added.
Mansi Jain, Vice President and General Manager, Roposo said, “Our intention has been to partner with celebrities and creators to launch brands that reflect their unique persona and become an extension of who they are.” Jain added, “Rana is one of the most fashionable contemporary male celebrities and is followed by many for his sense of style and grooming. We are delighted to be partnering with him to launch DCRAF. With the live commerce technology and the scale of our platforms, we expect DCRAF to be discovered by millions of users across India.”
The men’s grooming market has been growing rapidly in India and is one of the major focus areas for live commerce on Glance and Roposo. According to market estimates, the industry is expected to reach $1.2 billion by 2024, growing at a CAGR of 11%. Fashion and beauty, which includes men’s grooming, is the top-performing category on Roposo, and 50% of its total live commerce creators belong to it. The platform expects the launch of DCRAF to further accelerate growth in this segment.
Vijay Subramaniam, Founder and Group CEO, Collective Artists Network said, “Co-creating this brand with Rana has been exciting and we can’t wait for this vision to come to life. The brand exemplifies the aura and philosophy of Rana Daggubati in every way. We believe DCRAF’s ethos of simplicity will connect deeply with consumers and create impact.”
