Emami Expands Holding in The Man Company with Full Acquisition

Emami has announced the complete acquisition of Helios Lifestyle, the company behind 'The Man Company,' by purchasing the remaining 49.6% stake. This move is aimed at bolstering its presence in the digital-first premium male grooming market, and the brand sees significant growth potential in the segment.

Home-grown FMCG major Emami announced on Saturday that it has acquired the remaining 49.6% stake in Helios Lifestyle, the owner of the male grooming brand 'The Man Company.'

Previously a subsidiary of Emami, with a 50.4% shareholding, the full acquisition aims to fortify Emami's position in the fast-growing, digital-first premium male grooming segment.

Emami began its investment in Helios in 2017, progressively increasing its shares to complete the acquisition. 'The Man Company' specializes in premium men's grooming products such as fragrances, skincare, hair care, and beard management.

'We foresee massive potential for innovation and growth in this segment,' Emami stated, emphasizing their already strong presence in male grooming through their brand 'Fair and Handsome.' The Kolkata-headquartered company highlighted the burgeoning demand for male grooming products in India.

Emami's Chairman R S Goenka also mentioned at the company's recent AGM that they continue to explore inorganic and strategic growth opportunities. The company has previously acquired brands such as AloFrut, Creme21, and Zandu, and will continue to seek new acquisitions to expand their market reach.

In FY24, 45% of Emami's topline came from acquired brands, with increasing revenue from non-rural markets. The company, which owns multiple brands including Navratna and Boroplus, reported a turnover of Rs 2,921.57 crore for FY24.

(With inputs from agencies.)