SUMMARY
- Emami has acquired the remaining 49.6% stake in Helios Lifestyle, making it a wholly-owned subsidiary and strengthening its position in the premium male grooming segment.
- The Man Company, known for its premium men’s grooming products, will help Emami expand its market footprint in this rapidly growing sector.
- Emami continues to pursue growth through acquisitions, with 45% of its FY24 revenue coming from acquired brands.
Emami Ltd, a leading homegrown FMCG company, has announced its acquisition of the remaining 49.6% stake in Helios Lifestyle, the owner of the premium male grooming brand ‘The Man Company.’ This move will make Helios Lifestyle a wholly-owned subsidiary of Emami, which already held a 50.4% stake in the company. The completion of this acquisition is set to strengthen Emami’s presence in the rapidly expanding digital-first premium male grooming market.
Emami’s journey with Helios began with the acquisition of a 33.09% equity stake in two phases—first in December 2017, followed by another in February 2019. The FMCG giant further increased its stake to 50.4% in 2022 before acquiring the remaining shares. The Man Company, known for its range of premium men’s grooming products across categories like fragrances, skincare, hair care, body care, and beard management, has established itself as a prominent digital-first lifestyle brand.
“The segment offers huge potential for innovation and growth. Emami is already an active player in the male grooming market through its brand Fair and Handsome,” the company said in a statement. The Kolkata-based Emami views the acquisition as a strategic step to expand its footprint in the rapidly growing male grooming sector, which is gaining substantial market traction in India.
The company expressed satisfaction with the growth trajectory and vision of ‘The Man Company’ promoters and aims to elevate the brand to its next growth phase. Emami Chairman R.S. Goenka recently highlighted in the company’s Annual General Meeting (AGM) the firm’s strategy to explore inorganic and strategic growth opportunities to diversify its product categories.
Emami has a history of strategic acquisitions, including AloFrut, Creme21, and Zandu, and has indicated that 45% of its revenue in FY24 came from these acquired brands. The company also noted that revenue from non-rural markets has been increasing. In FY24, Emami reported a turnover of Rs 2,921.57 crore.
