Svish Revolutionizes Personal Hygiene with Innovative Intimate Care Solutions

January 4, 2026 10 min read

When the world shut down in 2020, Ishan Grover, a master brewer who had pioneered India's craft beer revolution, saw 99% of his business vanish overnight. But where most saw a dead end, Ishan saw an opportunity to disrupt an entirely different, and largely ignored, sector: personal hygiene. Partnering with advertising veteran Jaideep Mahajan (JD), he launched Svish—a brand on a mission to turn personal hygiene from a functional pharmacy chore into a cool, lifestyle-driven habit.

Today, Svish is a category leader in the niche market of male intimate hygiene, serving over 2.5 lakh customers in just 24 months. By identifying unmet needs—like India's first hair removal spray for men and anti-chafing roll-ons—Svish has achieved a staggering 2,000% growth, proving that innovation and lifestyle integration are the keys to cracking the D2C market.

The Pivot: From Craft Beer to Intimate Care

Ishan's background is in brewing and distilling, with an MSC from Scotland. Before the pandemic, he was the guy setting up microbreweries across India. "Everything was going on really well until COVID happened... my business was shut overnight," he recalls. Sitting at home, he realized that while hygiene products like sanitizers were everywhere, they were gloomy, functional, and lacked a "cool" factor.

"If I have to use a product for the rest of my life, it needs to fit in my lifestyle. It cannot act like a pharmaceutical product," Ishan says. This insight led to Svish's first range: a hand sanitizer that looked like a sleek deodorant and India's first biodegradable gadget disinfectant wipes.

The Svish Growth Engine

2,000%: Growth rate in the first two years.
2.5 Lakh+: Customers served in 24 months.
Category Creation: India's first hair removal spray for men and anti-chafing roll-ons.
10,000 Order Rule: Ishan's benchmark for proving Product-Market Fit (PMF) before scaling.

Identifying the Unmet Needs of Men

Svish's success lies in its ability to identify "ignored" problems. While women's intimate care has many players, men's intimate hygiene was a vast, silent desert. Ishan realized that men are often "lazy" and prioritize convenience.

Innovation Through Convenience

Svish focuses on transforming traditional formats into user-friendly ones:

Hair Removal Spray: Replacing messy creams with a simple "spray, wait 10 minutes, and swish" solution.
Anti-Chafing Roll-on: Solving the common issue of inner-thigh rashes without the mess of tubes or powders.
Lifestyle Packaging: Designing products that men are proud to carry in their bags or display on their shelves.

"We identified how many men were suffering from these issues and nobody was doing anything about it," Ishan notes. By creating India's first roll-on for thigh rashes, they solved a pervasive but unspoken problem for millions of Indian men dealing with humid summers.

Cracking the D2C Code: ROI and Feedback

For aspiring D2C founders, Ishan shares a grounded approach to scaling. He advocates for testing ideas on Shopify and using platforms like Facebook and Instagram for low-cost market validation. However, he warns that growth should never be "inorganic" or accidental.

"Entrepreneurship is about being the hero of the film. You have to have a lot of patience, flamboyance, and confidence. If you're down, the entire company goes down. You have to keep a smile no matter how hard the journey is."

— Ishan Grover, Founder, Svish

The Three Pillars of D2C Metrics

Ishan tracks three critical numbers every day to ensure Svish stays on path:

ROAS (Return on Ad Spend): Ensuring that marketing channels are actually delivering value and not just burning cash.
RTO (Return to Origin): Managing the silent killer of shipping-heavy businesses—undelivered orders.
Feedback Score: Direct access to consumer feedback to address issues immediately and build brand equity.

"If you don't listen to the customer, you can't survive. You can't build a brand without looking at your feedbacks," he emphasizes. At Svish, Ishan personally reviews feedback to ensure the brand's quality remains non-negotiable.

Lessons from a Serial Entrepreneur

Ishan's journey is a testament to the "never say die" spirit. Having worked a regular job for only 11 months in his life, he has spent over a decade building, failing, and learning. His advice to the next generation? **Delayed decisions are a decision.** If you lack clarity, wait a day or two. And most importantly, focus on Product-Market Fit over quick hacks.

"PMF is reached when your customer acquisition cost (CAC) starts going down consistently for 6-8 months, and you have repeat customers building your Lifetime Value (LTV)," he explains. By sticking to this disciplined approach, Svish is not just selling hygiene products; it's building a sustainable, long-term brand.

About the Guest

Ishan Grover is the Founder and CEO of Svish, a leading personal hygiene brand. A renowned master brewer and craft beer pioneer, Ishan has set up over 70 microbreweries across India. He holds an MSC in Brewing and Distilling from Heriot-Watt University, Scotland. During the 2020 pandemic, he successfully pivoted to the hygiene sector, creating category-defining products for men's intimate care. He is a passionate entrepreneur known for his "flamboyant" leadership style and a deep commitment to consumer-first innovation.