Emami to Acquire Full Ownership of Digital-First Grooming Brand ‘The Man Company’

Emami Limited is set to acquire complete ownership of Helios Lifestyle Pvt Ltd, which is known for its men’s grooming brand, ‘The Man Company.’ This deal involves Emami purchasing the remaining 49.60% stake in Helios, bringing its total ownership to 100%. Emami already holds a 50.40% stake in Helios, making it a subsidiary of Emami Ltd.

The acquisition aligns with Emami’s strategy to bolster its presence in the rapidly growing digital-first premium male grooming sector. ‘The Man Company’ offers a comprehensive range of high-quality men’s grooming products, including fragrances, skincare, haircare, body care, and beard management items. These products are available through various channels, including online marketplaces, its own website and app, Exclusive Brand Outlets (EBOs), and modern trade chains. Known for its natural ingredients and chemical-free formulations, ‘The Man Company’ has built a strong brand presence.

Emami’s initial investment in Helios began in December 2017 with a 33.09% stake, which was subsequently increased through additional investments and conversions of loans into equity, raising Emami’s ownership to 50.40% by July 2022. This strategic move established Helios Lifestyle as a subsidiary of Emami.

For the fiscal year 2024, ‘The Man Company’ reported a robust performance, achieving an EBITDA of over Rs 14 crore and revenues of Rs 185 crore. Notably, e-commerce channels contributed to 70% of its total revenue.

Harsha V Agarwal, Vice Chairman & MD of Emami Ltd, highlighted the company’s strategic investment approach to tap into emerging segments aligned with evolving consumer preferences. He emphasized that the success of the partnership with ‘The Man Company’ underscores the value of such strategic investments.

Hitesh Dhingra, Co-founder of Helios Lifestyle, reflected on the brand’s growth since its inception and expressed confidence in Emami’s capability to further accelerate its success in the men’s grooming segment.

In addition to this acquisition, Emami recently announced plans to acquire the remaining 4.64% stake in Brillare Science, another subsidiary specializing in professional beauty care products.