Beardo & the Business of Desire: Preetham Srinivas on Building a Men’s Grooming Power Brand
What does it take to build a men’s grooming brand that doesn’t just sell products—but creates aspiration, cultural relevance, and long-term desire?
In this episode of Brand Dialogues, Preetham Srinivas, VP – Marketing at Beardo, joins host N. Chandramouli, CEO of TRA Research, for an in-depth conversation on how Beardo has carved a distinctive space in India’s highly competitive men’s grooming and fragrance market.
From being one of the early entrants in men’s grooming to building Godfather into one of India’s most desired perfume brands, this conversation unpacks the strategic discipline, brand consistency, and cultural insight behind Beardo’s rise.
🔍 Key topics covered in this episode:
How Beardo stayed true to its brand DNA in an overcrowded grooming category
Why consistency beats trend-hopping in long-term brand building
Understanding Beardo’s core consumer (18–24) and how the brand evolves with age cohorts
The role of aspiration, rebellion, and masculinity in building desirability
How imagery, packaging, celebrity associations, and tone create emotional pull
Why grooming moved from rebellion to self-expression and confidence
Beardo’s evolution beyond beards into skincare, haircare, and fragrances (300+ SKUs)
How the brand listens deeply to consumers through social listening, DMs, research, and community interaction
Why Beardo avoids “cheap imitation” positioning in perfumes and focuses on originality
Operating independently while being part of the Marico ecosystem
Decoding the next generation’s mindset: standing out vs fitting in, validation, and identity
What “desirability” really means for Gen Z and young millennials
This episode goes beyond marketing frameworks. It’s about the trade-offs, choices, and cultural decisions that shape enduring brands in fast-moving consumer categories.
🎙️ About Brand Dialogues
Brand Dialogues is a leadership-focused business podcast by TRA Research that studies brands through the lens of trust and desire—the two forces that drive long-term buying intent. Hosted by N. Chandramouli, the series features candid conversations with India’s top brand custodians, CMOs, founders, and marketing leaders.
If you’re a marketer, brand strategist, founder, D2C operator, or business leader, this episode offers practical insights into building relevance, aspiration, and scale without losing brand soul.
📌 Watch till the end to understand how Beardo is thinking about the future of desirability in a generation that wants to stand out—not blend in.
🔔 Subscribe for more conversations on branding, culture, and growth.