Emami has strengthened its presence in the fast-growing premium digital men’s grooming segment by acquiring a 100% stake in The Man Company (TMC). Emami is already an active player in the men’s grooming segment through its Fair and Handsome brand.
It entered into a binding agreement with Helios Lifestyle, known for its premium men’s grooming brand TMC, to acquire 100% ownership by acquiring the remaining 49.60% stake. TMC was Emami’s first strategic investment in 2017, with the company becoming its subsidiary in 2022.
Helios is already a subsidiary of Emami, where Emami currently holds a 50.40% stake.
TMC is a digital lifestyle brand offering a head-to-toe line of premium men’s grooming products across fragrance, skin care, hair care, body care and beard care categories.
Products are available through online and offline channels, all online marketplaces, including our own websites, apps and Exclusive Brand Stores (EBOs) and modern retail chains.
Harsha V Agarwal, Vice-Chairman and MD, Emami said, “Very early on, we took the path of strategic investment in new-age startups to take advantage of the online opportunity brought about by rapid digitization to incubate new growth engines. These strategic investments help us to have footprints in emerging segments that align with evolving consumer preferences.”
Agarwal further added, “We will continue to explore additional opportunities for strategic investments that will have synergies with our existing line of businesses.”
Hitesh Dhingra, Co-Founder, Helios Lifestyle, said: “When we set out on the journey, we noticed a shift in men’s grooming needs, with more men realizing the importance of looking and feeling their best. Seeing this untapped potential, we jumped at the chance to launch the brand and partner Emami as a strategic investor in 2017.”
“We have enjoyed our journey with Emami, who has stepped in as a strategic partner and guided us, and together we have taken the brand to a new level. We believe the brand has great potential and would like to see TMC as a global brand under Emami,” added Bhisham Bhateja, Co-Founder, Helios Lifestyle.