Emami, an Indian FMCG company, has signed a Binding Agreement to acquire the remaining 49.60% stake in Helios Lifestyle, which owns the premium men’s grooming brand The Man Company. Emami already holds a 50.40% stake in Helios, making it a subsidiary.
The Man Company offers a range of high-end grooming products for men, including fragrances, skincare, haircare, body care, and beard management. Its products are available through various online platforms, its own website and app, exclusive brand outlets, and modern trade channels.
This acquisition will enhance Emami’s presence in the growing digital-first premium male grooming market. Emami aims to leverage this segment’s potential for innovation and growth, complementing its existing Fair and Handsome brand.
Emami’s Vice Chairman and MD, Harsha V Agarwal, highlighted the strategic investment in The Man Company as part of their growth strategy, praising its success and potential for further expansion. Helios Lifestyle’s co-founders, Hitesh Dhingra and Bhisham Bhateja, expressed confidence that under Emami’s full ownership, The Man Company will continue to thrive and potentially become a global brand.