Emami ac­quires 30% stake in He­lios Life­style

To tap the grow­ing male-groom­ing prod­ucts seg­ment

The Hindu Business Line - - NEWS -

Kolkata-based FMCG com­pany Emami Ltd has ac­quired 30 per cent stake in He­lios Life­style Ltd, which owns the premium male groom­ing brand ‘The Man Com­pany’.

While Emami did not dis­close the amount of in­vest­ment, the eq­uity stake will be ac­quired by De­cem­ber 31, 2018, said Har­sha V Agar­wal, Di­rec­tor, Emami. Emami is present in the ₹5,000-crore male groom­ing seg­ment through its brands Fair and Hand­some and HE. The ac­qui­si­tion marks the com­pany’s en­try in the fast grow­ing on­line male groom­ing seg­ment. The Man Com­pany of­fers a head-to-toe range of premium men’s groom­ing prod­ucts in bath and body, beard man­age­ment, shav­ing and per­fumes cat­e­gory. The prod­ucts are cur­rently sold on­line mainly through the com­pany's own Web site.

“We are al­ready present in the mass seg­ment through our brands Fair and Hand­some and HE. With this strate­gic in­vest­ment we will be able to move into the premium seg­ment,” he said.

Ac­cord­ing to Agar­wal, male groom­ing prod­ucts are be­com­ing in­creas­ingly pop­u­lar and the seg­ment of­fers huge head­room for in­no­va­tion and growth. “Rapidly grow­ing male groom­ing port­fo­lio sup­ported by dig­i­tal mar­ket­ing and on­line sales is an emerg­ing growth seg­ment in the FMCG space,” he said.

Ear­lier this year, FMCG ma­jor Marico had ac­quired 45 per cent stake in Ahmedabad-based men’s groom­ing brand Beardo that sells beard oils, beard waxes, soaps and other groom­ing prod­ucts.

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