Ayushmann Khurrana, a Bollywood actor, has made a tidy profit from his 400% angel investment in The Man Company, a respectable men’s grooming business. In addition to being a successful business venture for Khurrana, the company’s acquisition by Emami Ltd., a significant player in the fast-moving consumer goods (FMCG) sector, at a valuation of ₹400 crore, represents a calculated strategic move by Emami to strengthen its position in the rapidly expanding male grooming industry. The acquisition is expected to have a major influence on the participating brands as well as the industry overall.
Credits: Hindustan Times
Ayushmann Khurrana’s Role in The Man Company’s Growth
Ayushmann Khurrana made his professional debut in 2018 when he made an investment in The Man Company. He was not only an investor but also the brand’s spokesperson, greatly influencing the creation of its creative product lines and advertising campaigns. Khurrana’s faith in the brand’s objective was essential for it to gain traction, particularly in the emerging Indian market.
Khurrana thanked the company for its achievements in a statement released after the acquisition, stating, “I always believed in The Man Company’s vision & mission statement from the start.” It has been immensely fulfilling and informative to travel this journey as an investment and brand advocate.
Emami’s Strategic Acquisition: Strengthening Its Market Position
Purchasing the remaining 49.6% of Helios Lifestyle, the company that owns The Man Company, is a big strategic step for Emami Ltd. Emami, a prominent participant in the male grooming industry with its Fair and Handsome brand, is currently well-positioned to extend its reach into the upscale grooming sector. The Man Company’s selection of high-end, digitally-first men’s grooming goods, which includes skincare, haircare, beard management, and fragrances, is a natural fit for Emami’s strategy to broaden its product line and increase its market share.
After making its initial acquisition of Helios Lifestyle in 2017, Emami already held a 50.4% share in the company. Now that Emami has complete control over the brand, it can easily incorporate The Man Company’s products into its line of business. The company’s digital-first strategy aligns with Emami’s expanding interest in e-commerce and online consumer engagement.
The Growing Demand for Men’s Grooming in India
Men’s growing awareness of grooming and self-care is driving growth in the Indian male grooming market. Male grooming was always seen to be a niche sector, but in recent years, it has gained popularity as more businesses have started to provide products tailored to men’s demands. Everything from skincare and haircare to beard grooming and scents is covered in this section.
According to industry predictions, the male grooming market is predicted to develop at a compound annual growth rate (CAGR) of 6.6% globally, with India expected to follow suit. This growing need has helped The Man Company, which offers a range of products that appeal to contemporary males. It accomplishes this by giving exceptional offerings and digital products first priority.
The brand now enjoys the support of a bigger corporate entity with substantial financial resources and distribution networks thanks to Emami’s acquisition. The Man Company would be able to grow its business and reach a wider audience as a result, which could lead to an increase in its market share in the Indian male grooming industry.
Impact on Emami’s Brand Portfolio
The Man Company’s acquisition by Emami aims to innovate and diversify the company’s offerings beyond simply introducing a new brand. Although Emami currently owns a number of well-known brands, such as Navratna, Boroplus, Zandu, and Kesh King, the addition of a premium male grooming brand that is digitally first enables it to reach a new market segment: urban, tech-savvy guys who prefer to shop online.
Emami may take advantage of its current resources to launch more inventive goods and possibly expand the brand into physical locations by incorporating The Man Company into its portfolio, all the while preserving its strong online presence. This hybrid approach may result in a larger customer base and higher revenue.
