Emami Limited an FMCG company in India, has signed an agreement with a company named Helios lifestyle private limited which is known for its grooming Brand particularly customized to men,’ The Man Company’.
As per the report published by the company, Helios Lifestyle Private Limited is a subsidiary of Emami Limited as Emami Limited holes more than 50% of the outstanding stock in Helios. Recently, Emami Limited has agreed to acquire the remaining 49% outstanding stock of Helios Lifestyle Private Limited tallying it to the figure of 100%.
Talking about the acquired brand,’ the man company’, India’s first digital lifestyle brand that offers grooming products in fragrances, styling, and other services customized to men specifically. The products and services of the brand are available online and offline. This acquisition of a 100% stake in Helios Lifestyle Private Limited by Emami Limited could be seen as a strengthening strategy in the men’s grooming section. There is no doubt that Emami Limited is trying to strengthen its position through this association in the male grooming sector.
Emami set to explore the potential of unexploited Men’s grooming segment
The vice chairman and managing director of Emami Limited have remarked about this acquisition as a strawberry to invest in early started to grab the opportunity of their extension brand presence in the future to cater to a wider customer range. She also company to grab opportunities by leveraging its online presence in the future and have its footprints in emerging sectors that alliance with dynamic consumer needs.
As per the latest research, the trend is such that Indian men are growing fond of grooming and other beautification processes, to gain the attention of people. Hence the market for male grooming products is experiencing a boost and the sales have gone up in the past few years as compared to the earlier status. This segment could be seen as a Blue Ocean providing opportunities for exploitation growth and further innovation.
Emami Limited is already an active player in the male grooming segment and it is further exploring opportunities to strengthen its position and capture a larger market share in the future which is done through these types of acquisitions. The well-known male grooming brand Fair and Handsome is handled by Emami Limited.
The co-founder of Helios Lifestyle Private Limited has also given a positive note on the acquisition by Emami Limited as the male grooming segment is currently unexploited and they are looking forward to providing more customized needs to meet the needs of men who wish to look good and appear the best.
To sum up, the male grooming segment is growing and is still could be recognized as a Blue Ocean opening up potential opportunities for various firms to come up to employ the same and provide high-quality services to men to meet their personal grooming needs. This could be seen as a shift in the mindset of people that not only women but all men also need to take care of their grooming to portray themselves as the best.
