KT Men, the men’s grooming and personal care brand from the house of KT Professional, has signed a strategic partnership with the Argentina Football Association to launch its new GOAT Edition range featuring global football stars Lionel Messi, Julian Alvarez and Enzo Fernandez.
The company said it is targeting ₹200 crore in top-line revenue over the next 18 to 24 months through the new line, backed by an aggressive omnichannel expansion strategy spanning ecommerce platforms, quick commerce networks, salons, premium barbershops, modern trade and international collaborations.
₹36 crore brand-building push
KT Men said it will invest over ₹36 crore in nationwide brand-building initiatives, including digital campaigns, OTT integrations, sports partnerships, creator-led promotions, outdoor advertising, performance marketing and retail visibility programmes.
The company described the collaboration as one of the most ambitious international sports licensing partnerships undertaken by an Indian grooming brand. The partnership will run alongside the full FIFA World Cup 2026 cycle and includes branding rights, co-branded campaigns, merchandising collaborations, fan engagement initiatives and retail activations across India and global markets.
GOAT Edition to launch on May 24
The GOAT Edition range will officially debut on May 24 with 12 premium grooming products across haircare, bodycare, styling, recovery and active fitness-grooming categories. The products will be priced between ₹699 and ₹999 and will be available for pre-order through the brand’s website.
The lineup includes cooling body washes, deodorants, thermo-active gels, muscle recovery sprays, scalp-care products, anti-fatigue skincare and styling products. KT Men said the products are specifically designed for Indian climate conditions and high-intensity lifestyles, using ingredients such as menthol cooling technology, niacinamide, zinc sweat-defence complexes, caffeine blends, SPF layers and hydrolysed keratin proteins.
Dhruv Sayani on market opportunity
KT Men and KT Professional Founder Dhruv Sayani said the company identified a gap in the grooming market as younger consumers increasingly align themselves with fitness, sports and active lifestyles.
“India’s grooming industry is hitting a massive behavioral tipping point. Younger consumers today are completely influenced by intense fitness culture, competitive sports, outdoor routines, and performance-driven lifestyles. Despite this shift, most grooming brands still position their products around attraction, basic fragrance, or cosmetic vanity,” he said.
“This is a cultural moment. Football today is emotion, ambition and global unity, and no team or athletes represents that better than the Argentine National Team, featuring Lionel Messi, Julian Alvarez and Enzo Fernandez. The GOAT Edition is KT MEN’s tribute to greatness itself,” Sayani added.
Football-fuelled youth engagement
According to the company, India’s growing football audience and rising sports-led youth consumption trends are creating new opportunities for lifestyle and grooming brands. KT Men cited industry estimates placing India’s active football audience at around 390 million consumers across streaming, gaming, television and social media platforms.
Argentina Football Association Chief Commercial & Marketing Officer Leandro Petersen said, “India represents one of the absolute most exciting growth engines globally for football, youth culture, and sports-led consumer engagement. We are pleased to partner with KT Men as the brand designs highly innovative consumer experiences centered around active lifestyles, global football culture, and performance-focused grooming.”
KT Men said it plans to expand its distribution network to more than 25,000 retail touchpoints across India over the next 24 months.