Emami to Fully Acquire ‘The Man Company’ for 100% Ownership

On August 31, 2024, Emami Limited, a major FMCG company in India, announced its plans to acquire full ownership of Helios Lifestyle Pvt Ltd, the company behind the popular men’s grooming brand ‘The Man Company’. Emami already owns 50.40% of Helios and will now acquire the remaining 49.60% stake.

The Man Company is a lifestyle brand that focuses on men’s grooming. It offers a wide range of products, including fragrances, skincare, hair care, body care, and beard management items. These products are sold both online and offline, including on its own website and app, at exclusive brand outlets, and through modern retail chains. The brand is well-known for using natural ingredients and its commitment to avoiding harmful chemicals.

By acquiring Helios, Emami aims to strengthen its position in the growing premium male grooming market, which is driven by an increasing number of Indian men wanting to look well-groomed. This segment is experiencing rapid growth and offers substantial opportunities for innovation. Emami is already active in this space with its brand ‘Fair and Handsome.

Mr Harsha V Agarwal, Vice Chairman & MD, Emami Ltd, said, “We had adopted the route of strategic investments in new-age startups very early to leverage online opportunities brought about by rapid digitalization to incubate new engines of growth. These strategic investments help us to have footprints in emerging segments that align with evolving consumer preferences.”

He further added, “The Man Company brand was our first strategic investment in 2017, which has been extremely fruitful, with the company becoming our subsidiary in 2022. We are happy to have not only invested in ‘The Man Company’ as we could foresee its huge potential but equally impressed and happy with the promoter’s vision and commitment towards making it a formidable brand. With the completion of 100% acquisition of the Company, we are excited to take the brand to its next level of growth”

About Emami Limited

Emami Limited is a top FMCG company in India, focusing on personal care and healthcare products. It is the flagship company of the Emami Group, which operates in various industries. Emami produces and markets over 300 personal care, healthcare, and beauty products. Its well-known brands include Navratna, Boroplus, Zandu, Fair & Handsome, Kesh King, and Dermicool.

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