Indian fast-moving consumer goods (FMCG) company Emami has agreed to acquire a 30% stake in male grooming brand Helios Lifestyle.
The company has already subscribed to shares representing 20.45% of issued and paid up share capital while the remaining will be acquired by the end of December 2018.
The acquisition marks Emami’s entry to the growing online male grooming segment. The company provides other brands such as Fair and Handsome and HE.
With this strategic investment, Emami plans to move into the premium segment.
Emami director Harsha V Agarwal said: “Rapidly growing male grooming portfolio supported by digital marketing and online sales is an emerging growth segment in the FMCG space.
“This investment is in line with the company’s strategy of leveraging online opportunities brought about by rapid digitisation, which is the future, and will also help us to be present in the premium end of growing male grooming segment.”
Helios Lifestyle owns The Man Company brand, which offers a range of men’s grooming products in the bath and body, beard management, and shavings and perfumes categories.
Launched in 2015, the brand sells its products online through its own website and other e-commerce platforms such as Amazon, Flipkart and Nykaa.
Emami’s portfolio comprises more than 300 products in personal care, healthcare and beauty category.
