Homegrown FMCG major Emami on Thursday announced to acquire 30 per cent stake in Helios Lifestyle, which owns male grooming brand ‘The Man Company’. The stake will be acquired by December 31, 2018 through infusion of required funds in Helios, the Kolkata-based company said in a statement. The size of the deal was however not disclosed.
“The acquisition of stake by Emami is significant as it marks the company’s entry in the fast growing online male grooming segment,” it said. Emami is present in the male grooming segment through its brands Fair and Handsome and HE.
“Rapidly growing male grooming portfolio supported by digital marketing & online sales is an emerging growth segment in the FMCG space,” said Emami Director Harsha V Agarwal. The Man Company offers premium men’s grooming products in Bath & Body, Beard management, Shaving & Perfumes category and are sold online majorly through the company's own website – www.Themancompany.Com.