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Emami Increases Its Stake In The Man Company

This investment is in line with the company’s strategy of leveraging emerging online opportunities brought about by rapid digitization. With this investment, Emami has further strengthened its position as the largest shareholder of TMC

Emami Limited, one of the leading FMCG companies in India, has increased its existing strategic stake of 33.09% to 45.96% in Helios Lifestyle Pvt Ltd (“Helios”).  Emami had previously acquired a 33.09% equity stake in Helios Lifestyle, known for its male grooming brand “The Man Company” (TMC) in two tranches, with one in December 2017 and the latter in February 2019. This investment is in line with the company’s strategy of leveraging emerging online opportunities brought about by rapid digitization. With this investment, Emami has further strengthened its position as the largest shareholder of TMC.

Helios owns the fast-growing male grooming brand “The Man Company” (TMC) which offers a head-to-toe range of premium men’s grooming products in Bath & Body, Beard management, Shaving & Perfumes category.  The company is having omni-channel presence across platforms and its products are sold through the company’s own website as well as major e-commerce platforms, Lifestyle Modern Trade stores, and premium outlets.  The brand caters to the mass premium segment and all its products are free of harmful chemicals.  TMC products are endorsed by the Bollywood superstar, Ayushmann Khurrana.

Indian men have become more and more conscious of their looks and they want to appear well-groomed and physically more appealing to attract more attention and stand out in the clutter. The segment offers a huge headroom for innovation & growth. This is well reflected in TMC’s performance as monthly revenues have increased by five times since Emami’s initial investment in December’17.

Source: Business World

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