India is home to the largest barber community in the world and more than 50% of them work on daily wage basis. Today the barber community is amongst those whose income has been the most affected due to the COVID-19 pandemic. To help #GroomTheirFuture as they reopen their businesses, Gillette has kickstarted the ‘Barber Suraksha Programme’.
The programme aims to renew the hopes of 50,000 barbers from across the country with much needed back-to-back business support through Suraksha Education, Suraksha kit and Suraksha insurance. Detailing out these 3 pillars:
At a time when people are concerned about visiting barber shops, Gillette has co-created education videos with renowned stylist Aalim Hakim on safety and hygiene measures, that will help barbers create a safe salon experience. These videos consist of quick on the go content which covers concerns regarding maintaining social distancing while attending to clients, effective hand cleansing and tool disinfecting techniques among others. This will enable barbers to protect themselves and their customers.
Providing them with a back-to-business curated kit that has all the essentials and products to bring relief to barbers when they open their shops for business. The kit comprises of a face shield, aprons and Gillette products which cover their two-month supply of essential products.
Given the nature of their work, the barber community is at a high risk of COVID-19. Keeping this in mind, Gillette will provide barbers with a special Health insurance cover of up to INR 1 lakh.
As a part of the programme, Gillette also launched a film supported by brand advocate Sachin Tendulkar that takes consumers through a nostalgic journey reminiscing the various instances they must have experienced at barber shops. Through the film, Gillette showcases the holistic support that is being given to barbers to enable them to get back to business.
In a world grappling with the pandemic, the impact on barbers has been profound as shutters stay closed and the incomes are affected. As the community gears up to return to business, Gillette Barber Suraksha Programme comes as a relief to them. Gillette is committed to helping barbers create a safe in-salon experience that will protect both themselves and their patrons.
Through continuous and sustained engagement with the community the programme aims to reach 50M+ barbershops.
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