Emami has announced that it has acquired Helios Lifestyle's men's grooming brand 'The Man Company'.

Emami had a 50.4% stake in the company. The FMCG company now has 100% ownership. 

The Man Company is a digital-first lifestyle brand offering men's grooming products. With this acquisition, Emami is aiming to strengthen its presence in the digital first premium male grooming segment.

This adds to Emami's Fair and Handsome offering in the male grooming category. 

Harsha V Agarwal, vice chairperson and managing director, Emami, 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 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”.

Agarwal added that the company will be continuing to explore more opportunities for strategic investments.  

Hitesh Dhingra, co-founder, Helios Lifestyle, said, “As we embarked on our journey, we noticed a shift in men's grooming needs, with more men recognising the importance of looking and feeling their best. Seeing this untapped potential, we took the opportunity and started the brand and partnered with Emami as a strategic investor in 2017. Within a short span of time, The Man Company has become a key player in the men's grooming segment in India. As we took the brand to a new level over the last few years, we now expect it to continue its growth trajectory with Emami who has the ability to further accelerate the same and make The Man Company one of the leading brands in the segment.”

Bhisham Bhateja, co-founder, Helios Lifestyle, said, “We enjoyed our journey with Emami who came on board as a strategic partner and guided us and together, we took the brand to a new level. We believe the brand has great potential and would love to see The Man Company as a global brand under Emami."