Emami looks to increase stake in The Man Company

Fast moving consumer goods business Emami is looking into fully acquiring personal care brand The Man Company’s parent company Helios Lifestyle. Emami currently holds a 50.4% stake in the business and, if Emami fully acquires Helios Lifestyle, it will be the business’ first full acquisition of a direct to customer brand.

Emami is expected to purchase the remaining 49.6% stake in The Man Company for an estimated total of Rs 400 crore, India Retailing reported. Emami acquired a 33.09% stake in Helios Lifestyle in two tranches split between December 2017 and February 2019, ET Bureau reported. The business then made further investments in June 2021 and July 2022 to bring its stake to 50.4% which made Helios Lifestyle a subsidiary of Emami.
 
The Man Company’s target audience is urban men in a range of age groups. The brand specialises in grooming products including perfumes, moisturisers, shampoos, eye gels, face washes, shaving foams, and beard oils among others, according to its Facebook page. The label retails online through its direct to customer e-commerce store.
 
Hitesh Dhingra, Parvesh Bareja, and Bhisam Bhateja launched The Man Company in 2015 and the business is based in Gurgaon, CB Insights reported. In the 2024 financial year, The Man Company reported a revenue total of Rs 185 crore and around 70% of its sales come from e-commerce, India Retailing reported.