Emami Expands its Portfolio with Full Ownership of Helios Lifestyle
Emami, a prominent player in the Fast-Moving Consumer Goods (FMCG) sector in India, has taken a significant step in enhancing its market presence by acquiring the remaining 49.6% stake in Helios Lifestyle. As the parent company of the male grooming brand ‘The Man Company,’ Helios Lifestyle will now become a wholly-owned subsidiary of Emami, which already held a 50.4% stake prior to this acquisition.
Strategic Move for Growth in Male Grooming Segment
The acquisition marks a crucial milestone for Emami as it seeks to increase its foothold in the expanding digital-first premium male grooming market. Emami’s previous investments in Helios Lifestyle began in 2017, with a 33.09% stake acquired in two phases—December 2017 and February 2019. After boosting its stake to 50.4% in 2022, the company is now poised to fully integrate Helios Lifestyle into its operations.
The Man Company: A Leader in Male Grooming
‘The Man Company’ has established itself as a digital-first lifestyle brand, known for its premium grooming products tailored for men. The brand’s offerings span various categories, including:
- Fragrances
- Skin Care
- Hair Care
- Body Care
- Beard Management
Emami has recognized the immense potential for innovation and growth within this sector, especially given the rising popularity of grooming products among Indian men. The market has exhibited impressive growth, with a notable increase in demand for high-quality male grooming products.
Financial Performance and Future Plans
In the financial year 2023-24, Emami reported a turnover of ₹2,921.57 crore, a testament to the company’s strong market positioning and brand portfolio. With its well-known brands such as Navratan, Boroplus, Zandu, Fair & Handsome, Kesh King, and Dermicool, Emami remains committed to pursuing inorganic and strategic growth opportunities. Company Chairman RS Goenka has emphasized that this will continue to be a focus as they explore new product categories.
Conclusion
Emami’s acquisition of Helios Lifestyle is a strategic maneuver designed to capitalize on the lucrative and rapidly growing male grooming market. This move not only expands Emami’s product offerings but also aligns with its vision for innovation and growth within the premium segment.
