Emami Completes Acquisition of 'The Man Company'

FMCG player Emami has finalized a binding agreement to acquire the remaining 49.60% stake in Helios Lifestyle, the parent company of 'The Man Company,' for an undisclosed amount. This acquisition marks Emami's complete ownership of Helios Lifestyle, having previously held a 50.40% stake since its initial investment in 2017.

• This strategic move is set to bolster Emami's presence in the rapidly growing digital-first premium male grooming segment.
• The acquisition is a testament to Emami's commitment to strategic investments in new-age startups to leverage online opportunities and incubate new growth engines.

Strategic Investment for Digital Expansion

Harsha V Agarwal, Vice Chairman and MD of Emami, highlighted the company's early adoption of strategic investments in new-age startups to capitalize on digitalization and expand into emerging segments that align with evolving consumer preferences.

• Emami's acquisition of Helios Lifestyle exemplifies its focus on strategic investments to strengthen its presence in the digital realm.
• Agarwal emphasized the company's continued exploration of strategic investment opportunities that create synergies with its existing business lines.

The Man Company: A Leading Digital-First Brand

'The Man Company' has established itself as a leading digital-first brand in the men's grooming segment, offering a diverse range of products across categories such as skin care, hair care, body care, and beard management.

• The brand's products are readily available through various channels, including its website, exclusive brand outlets, online marketplaces, and general trade channels.
• The acquisition of 'The Man Company' provides Emami with a well-established and popular brand in the digital-first male grooming space.

Growth Trajectory with Emami

Hitesh Dhingra, Co-founder of Helios Lifestyle, expressed confidence in 'The Man Company's continued growth trajectory under Emami's ownership. Dhingra believes that Emami's capabilities will further accelerate the brand's growth and solidify its position as a leading brand in the segment.

• Emami's expertise and resources will enable 'The Man Company' to expand its reach and product offerings, further enhancing its market presence.
• The acquisition is expected to leverage Emami's strong distribution network and marketing capabilities to drive growth for 'The Man Company'.

Emami's Acquisition Strategy

Emami's acquisition of Helios Lifestyle follows its successful acquisitions of AloFrut, Creme21, and Zandu, demonstrating its strategic approach to expanding into new segments and diversifying its portfolio.

• These acquisitions showcase Emami's proactive strategy to tap into growth opportunities in evolving consumer markets.
• The acquisition of 'The Man Company' reaffirms Emami's commitment to building a strong presence in the premium male grooming segment.

Key Takeaways

Emami's acquisition of Helios Lifestyle is a significant milestone in the company's growth strategy, solidifying its position in the digital-first premium male grooming segment. This strategic investment aligns with Emami's commitment to expanding its footprint in new and emerging markets through innovative acquisitions.

• The acquisition of 'The Man Company' is expected to drive growth for both Emami and the brand, leveraging Emami's expertise in distribution, marketing, and brand building.
• The acquisition demonstrates Emami's focus on leveraging digital platforms to reach a wider consumer base and cater to evolving consumer preferences.