The idea stemmed from a discussion about male hygiene that later on went on to become a debate about male below-the-belt hygiene an unaddressed segment in India. The brand is premised on manscaping an area that has been widely ignored and only shamefully addressed by the Indian audience.

Our products are designed keeping in mind a personal problem whose solution we wanted to address and bring to the market. I have personally seen my fathers’ talcum powder consumption for keeping his intimates dry. The bathroom has always been a mess.

We took that as our problem we wanted to cater a solution for and the idea of Nuutjob was born. One of the first products we thought of and worked on was Nuut Guard our Liquid powder which is an alternative to talcum powder which is a no mess lotion that keeps your intimates dry and fresh through the day.