As per the latest deets from the deal, popular actor Ayushmann Khurrana has secured a 400% return on his angel
Emami's bold move in grooming
Emami, a household name with a legacy in personal care, is betting big on the premium male grooming sector. The“‘The Man Company’ brand was our first strategic investment in 2017, which has been extremely fruitful, with the company becoming our subsidiary in 2022. We are happy to have not only invested in ‘The Man Company’ as we could foresee its huge potential but equally impressed and happy with the promoter’s vision and commitment towards making it a formidable brand. With the completion of the 100% acquisition of the Company, we are excited to take the brand to its next level of growth,” said Mr Harsha V Agarwal, Vice Chairman & MD, Emami Ltd.
Founded by entrepreneurs Hitesh Dhingra, Rohit Chawla, Parvesh Bareja and Bhisham Bhateja in 2015, The Man Company is a fast-growing digital-first premium male grooming brand. At the heart of the brand’s success story is the synergy between its focus on natural, chemical-free products and Emami's distribution prowess. As more such brands attempt to marry online and offline distribution channels, more and more consolidation is expected in the sector.
Ayushmann’s grooming success story
For Ayushmann Khurrana, this deal represents more than just a financial gain. The Bollywood star didn’t just invest money — he poured his creativity and brand savvy into shaping The Man Company’s image. Serving as the"I always believed in The Man Company’s vision & mission statement from the start. It’s such validation to be a part of the brand’s success story and witness its impact on the men's grooming industry. Being an integral part of this journey, both as an investor and as a brand ambassador, has been an incredibly gratifying and insightful experience,” Ayushmann said in a statement.
His collaboration with the brand not only helped elevate its status but also showcased how powerful
A booming market and the celebrity effect
The men’s grooming market is evolving rapidly, and Ayushmann’s success is just one example of how celebrity endorsements are playing a pivotal role in this transformation. According to Data Bridge Market Research, the sector has moved well beyond basic hygiene products, expanding into sophisticated offerings like skincare, haircare, and beard management. This growth is fueled by changing attitudes towards male grooming, with men becoming more open to investing in self-care products.The impact of social media and celebrity endorsements cannot be overstated. Influencers and stars like Ayushmann Khurrana have helped normalize male grooming, making it not just acceptable but aspirational. Brands are increasingly partnering with well-known personalities to tap into their fan bases and leverage their credibility.
"Partnering with Ayushmann has been a game-changer for the brand. His belief in our vision and his active involvement as our brand ambassador has been instrumental in our growth journey. Ayushmann's authenticity and passion for the brand have helped us connect deeply with our audience,” said Hitesh Dhingra, Founder of The Man Company. The founder also appreciated the efforts of Yash Raj Films’ Manan Mehta for his deal-making acumen, acute understanding of business needs and innovative approaches.
The men’s grooming market is seeing explosive growth, driven by several key factors like increased awareness, changing attitudes, rising disposable incomes, and product innovation. With Emami’s strong distribution network, The Man Company is expected to reach new heights.
More importantly, the acquisition opens doors for international expansion, solidifies Emami’s position in the growing male grooming sector, and offers hopes of spectacular exits for the struggling start-up ecosystem in India. And as Ayushmann Khurrana books a 400% return on his investment, it's clear that sometimes, the best investments are the ones that groom you for success—literally!