MAM
Roposo unveils new men’s grooming brand with actor Rana Daggubati
Mumbai: Creator-led live entertainment commerce platform Roposo and actor Rana Daggubati on Thursday announced the launch of their co-created men’s grooming brand DCRAF.
DCRAF is derived from ‘D’ for Daggubati, and ‘Craf’ – a colloquial short form of the English expression ‘Hair Craft’ – popularly associated with men’s grooming in Telangana and Andhra Pradesh. It will cater to millennial and gen-Z men in tier-1 and 2 markets. The brand has grooming products for face, beard, and skincare categories.
“DCRAF was created with the belief that grooming and taking care of oneself should not be tedious. By overly complicating grooming rituals, most brands tend to alienate consumers and deter men from experiencing the joy that comes with looking and feeling good. DCRAF aims to simplify grooming through the tagline ‘It’s that simple’ and well-designed products,” Roposo said in a statement.
DCRAF uses fun, creative adaptations of Indian faces from across the country and various regional scripts in its branding as a celebration of India’s diversity. The brand also plans to launch a reality show, live and exclusive on Roposo and Glance, to find a user who will be the next face of DCRAF. The winner will feature on DCRAF packaging and will join Daggubati in representing the brand.
The men’s grooming market has been growing rapidly in India and is one of the major focus areas for live commerce on Glance and Roposo. According to market estimates, the industry is expected to reach $1.2 billion by 2024, growing at a CAGR of 11 per cent. Fashion and beauty, which includes men’s grooming, is the top-performing category on Roposo. 50 per cent of its total live commerce creators belong to it. The platform expects the launch of DCRAF to further accelerate growth in this segment.
This launch is the latest in the line of celebrity-led original labels to be launched by Roposo through Glance Collective – a joint venture between Roposo’s parent company Glance and talent management firm Collective Artists Network. In November 2021, they had jointly launched their first co-created brand ‘EK’ with Ekta Kapoor, in the home and wellness category. Roposo is looking at co-creating around 100 such celebrity and creator-led brands across multiple segments, with an aim of fueling the creator economy through multiple entrepreneurial opportunities.
“Our intention has been to partner with celebrities and creators to launch brands that reflect their unique persona and become an extension of who they are,” stated Roposo GM and VP Mansi Jain. “Rana is one of the most fashionable contemporary male celebrities and is followed by many for his sense of style and grooming. We are delighted to be partnering with him to launch DCRAF. With the live commerce technology and the scale of our platforms, we expect DCRAF to be discovered by millions of users across India.”
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
