Last updated : December 14, 2017 6:42 pm
With this Emami has entered the Online Male Grooming Segment. Helios owns the fast-growing male grooming brand “The Man Company”.
Harsha V Agarwal, Director, Emami Ltd said, “We are very happy to announce this exciting partnership with Helios. We are quite impressed with the founders & their passion to make this business a success since its inception. Rapidly growing male grooming portfolio supported by digital marketing & online sales is an emerging growth segment in the FMCG space. This investment is in line with the company’s strategy of leveraging online opportunities brought about by rapid digitalisation which is the future and will also help us to be present in the premium end of growing male grooming segment. ”Male grooming products are becoming increasingly popular and the market is witnessing a rapid growth. Emami is currently present in the male grooming segment through its brands Fair and Handsome and HE.
Commenting on the development, Hitesh Dhingra, Co-founder & MD, Helios Lifestyle said, “Male grooming segment is hugely untapped in India. Barring few categories like fragrances, men end up using products meant for women. The space is being disrupted by start-ups globally using Digital medium as a platform for marketing and distribution. Within short span of time, TMC has become a key player in online men’s grooming segment in India and with the strategic association with Emami, we have found a perfect partner to help us accelerate our growth and take our brand to a new level”. “It is exciting to have Emami come on board as a strategic partner, who not only has very deep industry experience, but also believes in our vision to make The Man Company a global brand” added Rohit Chawla, Co-founder, Helios Lifestyle.
Harsha V Agarwal, Director, Emami Ltd. further added, “With the growing demand of men’s grooming products, many of the start-ups entered the male grooming segment in the last two years. However, they focus mainly on beard or any specific grooming segment of men. TMC is different from them as it provides complete product portfolio for men by offering head-to-toe range of grooming products.”