Emami to acquire men's grooming brand The Man Company

FMCG giant Emami is on the verge of complete ownership of the popular men's grooming brand, The Man Company. According to sources familiar with the matter, the company is set to purchase the remaining stake in The Man Company for an estimated valuation of Rs 400 crore.

This move marks a significant step for Emami in the direct-to-consumer (D2C) space, as it transitions from a minority shareholder to sole owner of The Man Company. The FMCG company has previously invested in several D2C startups, but this will be its first full acquisition within the sector.

The Man Company, founded by Hitesh Dhingra, Parvesh Bareja, and Bhisam Bhateja, has witnessed substantial growth, generating Rs 185 crore in revenue for the fiscal year ending March 2024. The company claims to be profitable at the EBITDA level, with a strong online presence contributing to 70% of its sales.

With this acquisition, Emami aims to strengthen its position in the growing men's grooming market, competing with other major players like Marico's Beardo and Ustraa.

Also read: Emami posts healthy volume-led profit growth in Q4FY24