FMCG main Emami Restricted has signed a binding settlement with ‘Helios Life-style Pvt Ltd (Helios), which is understood for its males’s grooming model ‘The Man Firm’. Emami has agreed to amass 100% possession by buying remaining 49.60% stake. Helios is already a subsidiary of Emami Ltd the place Emami at the moment holds 50.40% stake. The completion of the acquisition of Helios by Emami will strengthen its presence within the quick rising digital first premium male grooming phase, the corporate stated.
‘The Man Firm’, a digital-first life-style model, supply head-to-toe vary of premium males’s grooming merchandise in Fragrances, Pores and skin Care, Hair Care, Physique Care and Beard Administration class. The merchandise can be found throughout on-line and offline channels, all on-line marketplaces, together with its personal web site, app, and Unique Model Shops (EBOs) and fashionable commerce chains. ‘The Man Firm’ is understood for his or her expansive portfolio of merchandise, which is impressed by nature and made with handpicked pure substances and are freed from dangerous chemical substances.
Emami acquired a 33.09% stake in Helios Life-style in two tranches, first in December 2017 after which in February 2019. Subsequent investments had been made by Emami, rising its possession to 45.96% by June 2021. In a strategic transfer, Emami transformed its mortgage to Helios Life-style into fairness shares, additional boosting its stake to 50.40% by July 2022, thereby establishing Helios Life-style as a subsidiary of Emami.
The favored males’s grooming model, The Man Firm, achieved profitability with an EBITDA of over Rs 14 crore within the fiscal 12 months 2024. The Man Firm recorded revenues of Rs 185 crore for the fiscal 12 months ending on March 31, 2024, with e-commerce channels contributing considerably, representing 70% of the whole revenues.
“We had adopted the route of strategic investments in new-age startups very early to leverage on-line alternatives caused by fast digitalisation to incubate new engines of progress. These strategic investments assist us to have footprints in rising segments that align with evolving shopper preferences,” Harsha V Agarwal, vice chairman & MD, Emami Ltd stated.
In 2017, Emami’s preliminary strategic funding was directed in direction of ‘The Man Firm’ model, a choice that has confirmed to be extremely profitable. Through the years, its collaboration with the corporate has flourished, resulting in its official incorporation as a subsidiary in 2022.
“We are going to proceed to discover extra such alternatives for strategic funding which have synergies with our present line of companies,” Agarwal stated.
“As we launched into our journey, we observed a shift in males’s grooming wants, with extra males recognizing the significance of feeling and looking their finest. Seeing this untapped potential, we took the chance and began the model and partnered with Emami as a strategic investor in 2017. Inside a brief span of time, ‘The Man Firm’ has change into a key participant in males’s grooming phase in India. As we took the model to a brand new stage over the previous couple of years, we now count on it to proceed its progress trajectory with Emami who has the power to additional speed up the identical and make ‘The Man Firm’ one of many main manufacturers within the phase,” stated Hitesh Dhingra, Co-founder, Helios Life-style.
In March, Emami introduced that it’s going to purchase the remaining 4.64% stake in its subsidiary, Brillare Science, an expert magnificence care firm that provides a variety of merchandise in pores and skin, hair, and physique care.
