Love me It already owned 50.4% of Helios, which sells the men’s grooming brand. The Company of Man and Helios has been a subsidiary of the company. In 2023-24, Helios had a turnover of Rs 183 crore. ET had written about this deal in July.
The Man Company is a digital lifestyle brand offering a full range of premium men’s grooming products across categories such as fragrance, skincare, haircare, bodycare and beard care.
Emami said the completion of the acquisition will strengthen its presence in the fast-growing, digital-first, premium men’s grooming segment. The company already has a presence in the segment through its Fair and Handsome brand.
Harsha V Agarwal, Vice Chairman and Managing Director, Emami, said the company has taken the route of strategic investments in next-generation startups from the very beginning to tap into the online opportunities created by rapid digitalisation and incubate new growth drivers. “These strategic investments help us gain a presence in emerging segments that align with changing consumer preferences,” he said.
The Man Company brand was Emami’s first strategic investment in 2017 and the company will become its subsidiary in 2022. Mr. Agarwal said that Emami continues to explore more strategic investment opportunities that have synergies with the existing line of business.
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