Emami bought 49.6% stake in this company, the acquisition will increase the company’s penetration in the beauty market.

Emami, a leading indigenous FMCG company producing everyday household items, will also buy the remaining 49.6 percent stake in Helios Lifestyle. Helios is the parent company of men’s grooming brand ‘The Man Company’. Emami said in a statement  that Helios Lifestyle is already a subsidiary of Emami with 50.4 percent stake. “The completion of the acquisition of Helios by Emami will strengthen its presence in the fast-growing digital-first premium male grooming segment,” the company said.

Stake purchased twice before

Emami had earlier acquired 33.09 per cent equity stake in Helios in two tranches. First in December, 2017 and second in February, 2019. Later, it increased the stake to 50.4 percent in 2022. ‘The Man Company’ is a lifestyle brand with a digital-first approach. It offers premium men’s grooming products across categories including fragrances, skin care, hair care, body care and beard management. According to the statement, “There is immense potential for innovation and growth in this segment.

Strong hold of ‘Fair and Handsome’

Emami is already active in the ‘grooming’ segment for men through its brand ‘Fair & Handsome’.” Emami is headquartered in Kolkata. According to the company, Indian male grooming products are becoming increasingly popular, leading to impressive growth in the market. Emami, owner of brands like Navratna, Boroplus, Zandu, Fair & Handsome, Kesh King and Dermicool, had a turnover of Rs 2,921.57 crore in the last financial year (2023-24).