Founded by Tiger Shroff, the brand is expanding across skincare and fragrances, with four new perfumes launching exclusively on Amazon.in.
Prowl, the men’s grooming brand founded by actor Tiger Shroff, has expanded its portfolio from six to 18 SKUs as it enters the next phase of its growth in partnership with Amazon.in. The expanded range covers everyday grooming categories including body wash, face wash, body lotion, sunscreen, moisturiser, serums, lip balms, soap, roll-on and fragrances. Four perfumes will be available exclusively on Amazon.in, strengthening the marketplace’s role in Prowl’s national expansion. Prowl entered the men’s grooming category in June 2025 with six core products, using a data-led approach focused on everyday utility, accessible pricing and formulations designed for Indian consumers. The initial response across marketplaces has prompted the brand to broaden its offering. The new perfume range, ‘Make Your Move’, includes four fragrances designed for different occasions: Fresh Start, Active Rush, Alpha Wood and Dark Instinct.
Tiger Shroff, Founder, Prowl, said: “Prowl has always come from a very real place for me. I wanted products that fit into the everyday life of the Indian man, products that are effective, uncomplicated and easy to use. We’re not here to create a 10-step ritual or make skincare feel complicated with confusing language. We’re here to make grooming simple, dependable and accessible, so men can feel confident, fresh and ready every day.”
The expansion also coincides with the launch of Prowl’s first full-scale brand campaign featuring Shroff. The campaign builds on the brand’s positioning around uncomplicated grooming, depicting different everyday situations and archetypes of the modern Indian man, spanning work, travel, workouts, city life and social occasions.
Siddharth Bhagat, Director, Amazon Beauty, Personal Care & Fashion Accessories, added: “Men’s grooming on Amazon.in is growing XX year-on-year, with customers moving beyond basic grooming to explore skincare, body care and fragrances. With this in mind, we’re excited to launch PROWL’s expanded range on Amazon.in, including fragrances exclusive to Amazon. The range is designed around everyday utility and accessible pricing, qualities that align with what we’re seeing customers look for. As this category continues to grow, we remain focused on bringing customers greater choice and relevant products suited to their evolving grooming needs.”
Shriyash Jichkar, CEO, Prowl, said: “Our first phase proved that Indian men are ready for grooming products that are straightforward, high-performing and built for their everyday realities. The response gave us the confidence to expand thoughtfully. With this next chapter, we’re not just launching more products but we’re also building a long-term brand for the modern Indian man.”
Alongside the portfolio expansion, Prowl has also announced a fresh round of growth capital as it looks to build on its initial traction and develop its positioning in India’s men’s grooming market. The brand’s broader proposition centres on making grooming accessible and uncomplicated, with products designed to fit into everyday routines rather than elaborate multi-step regimes.
