In 2010, Procter & Gamble launched the new razor “Gillette Guard.” The razor is priced at $0.34 while the blade costs $0.11.
In order to come up with the new product, a team from Procter & Gamble was sent to India to conduct ethnographic research such as in-home visits and test shaves. The main goal was to understand the subtle differences between American and Indian with regards to shaving. Results showed that Indians are more price-sensitive and are often seated on the floor while shaving, causing frequent cuts.
As a result, Gillette Guard was created to cater to specific needs of Indian men. It features a large “safety comb” to reduce nicks and cuts, easy-rinse cartridges for better cleaning without running water, and several other key features designed specifically for Indian men. Not only was Procter & Gamble able to cut costs thanks to the plastic housing and single blade of the new Gillette Guard, but the blade also required 80% fewer parts than other, more expensive, Gillette razors.
Only 3 months after its launch, Gillette Guard became the best-selling razor in India. Within the first eight months of its launch 11 million Indian men had tried Gillette Guard, with 78% saying Gillette Guard leaves fewer nicks and cuts and 73% saying they feel safer using Gillette Guard than double-edge razors. Today, more than half of the razors sold in India are Gillette Guard—which in turns drives the share of Proctor & Gamble’s entire lineup of products sold in India: Mach3, Vector and Guard.
Last updated: December 26th, 2025
