Emami acquires 30% stake in Helios Lifestyle
To tap the growing male-grooming products segment
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.