Godrej Consumer Products Ltd (GCPL) acquired men’s grooming brand Muuchstac from Trilogy Solutions in a Rs 450 crore ($51 million) all-cash deal.
WHO: Founded in 2018, by Vishal Lohia and Ronak Bagadia, Muuchstac is a men's grooming brand with a strong leadership position in the face wash category in the Indian market. The business primarily uses online channels for sales, including major e-commerce platforms. It also focuses on a micro-influencer marketing model rather than traditional advertising.
IN THEIR OWN WORDS: “We are delighted to welcome Muuchstac brand to Godrej Consumer Products. The brand’s strong resonance among younger consumers, high profitability, and proven digital execution model make it a powerful addition to our personal care portfolio. This acquisition enhances our participation in the fast-growing men’s grooming segment and supports our vision of building a future-ready, innovation-led GCPL,” said Sudhir Sitapati, Managing Director and Chief Executive Officer at GCPL.
He continued, “This brand is one of India’s fastest-growing men’s grooming brands with a strong leadership position in the men’s facewash segment. This acquisition marks a strategic step in GCPL’s journey to strengthen its personal care portfolio and expand its footprint in high-growth, high-margin categories."
DETAILS:
- Founders Vishal Lohia and Ronak Bagadia will continue to lead the business operations.
- The deal will be done in two tranches and is an all-cash deal. In the first tranche, GCPL will make a payment of Rs 289 crore ($34.7 million) for an enterprise value of Rs 380 crore ($44 million), and the second tranche will be 12 months later for approximately Rs 160...
