Acquisition of stake is significant as it marks the company’s entry in the fast growing online male grooming segment
Emami Ltd is acquiring 30% stake in Helios Lifestyle Pvt Ltd for an undisclosed amount whereby the stake will be acquired by December 2018 through infusion of required funds. Helios owns the fast-growing male grooming brand ‘The Man Company’ which sells a range of premium grooming products for bath & body, beard, shaving and perfume and sold online through the company's own website.
A release by Emami said the acquisition of stake is significant as it marks the company’s entry in the fast growing online male grooming segment. Male grooming products are becoming increasingly popular and the market is witnessing a rapid growth.
Emami Ltd 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 digitalisation which is the future and will also help us to be present in the premium end of growing male grooming segment. While many start-ups entered the male grooming segment in last two years, they focus mainly on beard or any specific grooming segment of men. “Helios is different from them as it provides complete product portfolio for men by offering head-to-toe range of grooming products”.
Helios Lifestyle co-founder and MD Hitesh Dhingra said the male grooming space is being disrupted by start-ups globally using digital medium as a platform for marketing and distribution.