Emami, a prominent FMCG company in India, has finalized a Binding Agreement with Helios Lifestyle to acquire the remaining 49.60% stake in The Man Company, a leading men’s grooming brand. Emami currently owns a 50.40% share in Helios, making this acquisition a move to secure 100% ownership of the company.
The Man Company is a digital-first brand offering a comprehensive range of premium grooming products for men, including items for fragrances, skincare, haircare, body care, and beard management. These products are available through various online and offline channels, including major online marketplaces, its own website and app, as well as Exclusive Brand Outlets (EBOs) and modern retail chains.
This full acquisition will enhance Emami’s position in the rapidly expanding digital premium male grooming market. The segment is experiencing significant growth as Indian men increasingly seek to maintain a well-groomed appearance in a competitive environment. Emami, which already has a presence in this market through its brand Fair and Handsome, aims to leverage The Man Company’s innovative and growth potential.
Harsha V Agarwal, Vice Chairman and MD of Emami, stated, “We recognized early on the value of strategic investments in emerging startups to harness digital opportunities and foster new growth engines. Our investment in The Man Company, which began in 2017, has proven highly successful. By acquiring full ownership, we are thrilled to advance the brand and unlock further growth potential.”
Agarwal also mentioned, “We will continue to seek similar strategic investment opportunities that align with our existing business lines.”
Hitesh Dhingra, co-founder of Helios Lifestyle, remarked, “As we launched The Man Company, we identified a growing need for premium men’s grooming products. Our partnership with Emami since 2017 has been instrumental in elevating the brand. We are excited to see The Man Company continue its growth under Emami’s leadership, aiming to establish it as a leading global brand.”
Co-founder Bhisham Bhateja added, “Our journey with Emami has been rewarding, and their strategic support has been crucial in advancing the brand. We are confident that under Emami’s ownership, The Man Company will achieve even greater success and become a global leader in the grooming segment.”
