The Man Company, a new-generation brand in men’s grooming, is set to join the ranks of well-established brands like Boroplus, Fair & Handsome, and Jandu. The company, owned by Helios Lifestyle, is in the final stages of negotiating the sale of its remaining stake in The Man Company.
Acquisition Details
Helios Lifestyle currently holds a 49.6% stake in The Man Company, which is poised to be acquired by Emami, one of India’s leading FMCG companies. Once the acquisition is complete, The Man Company will be fully under the Emami umbrella, a brand that has historically competed with Emami’s own Fair & Handsome line.
Emami’s Previous Investments
Emami announced on Saturday that it already owns a 50.4% stake in Helios Lifestyle. Therefore, Helios is already a subsidiary of Emami, and this acquisition marks the company’s complete takeover of Helios. This strategic move is expected to bolster Emami’s presence in the rapidly growing sector of digital-first premium beauty brands.
Progressive Stake Acquisitions
Emami previously acquired a 33.09% equity stake in Helios in two tranches—first in December 2017 and then in February 2019. In 2022, Emami further increased its shareholding to 50.4%, solidifying its position in the beauty and grooming market.
Emami’s Portfolio
The Man Company stands out as a digitally developed lifestyle brand, but it will now complement a range of other beauty products under Emami’s dominant portfolio. Emami has a plethora of well-known brands, including Navratna, Boroplus, Jandu, Fair & Handsome, Kesh King, and Dermicure. In the financial year 2023-24, Emami reported an impressive revenue of ₹2,921.57 crores, showcasing its strong market presence.
Market Implications
This acquisition has far-reaching implications for both The Man Company and Emami. As the grooming industry in India continues to evolve, Emami’s comprehensive portfolio allows it to cater effectively to diverse consumer needs—from traditional remedies to modern grooming solutions.
The Future of The Man Company
With this strategic acquisition, The Man Company is expected to leverage Emami’s extensive distribution and marketing capabilities, allowing it to expand its reach and customer base significantly. This synergy will not only enhance brand visibility but also drive growth in a competitive market where consumer preferences are constantly shifting.
