Expenditure of cosmetic products has increased by 20% in the last couple of years due to the male craze about the products. In return, this boost led to an increase of a general monthly expenditures and erosion of the family budgets.

Besides cosmetics, more money is being spent on apparel, mobile phones as well as mobile phone bills.

Among teenagers, branded cosmetics consumption has gone up by around 25 % while the number is a bit lower for the upper middle age group-22%.

One of the reasons for higher expenditure was increased participation of women in the employment basket as well as more awareness about various products through massive advertisements in electronics and print media.

Another cause of this newfound male grooming consciousness is men's active participation in prominent fashion shows and beauty pageants.