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Exclusive: Emami set to acquire 100% stake in The Man Company

EntrackrEntrackr · 1y ago
Exclusive: Emami set to acquire 100% stake in The Man Company
Medial

Fast moving consumer goods company Emami is set to acquire 100% stake in men’s grooming brand The Man company, two sources familiar with details told Entrackr. While the group has backed several companies in the direct to consumer segment, this would be the first complete acquisition by the group in the D2C space. “The acquisition was inevitable and a matter of time as Emami already has a controlling stake in The Man Company,” said one of the sources requesting anonymity. “The deal will be worth around Rs 400 crore.” Emami already owned a little over 50% in The Man Company as of July 2022. According to startup data intelligence platform TheKredible, co-founders Hitesh Dhingra, Parvesh Bareja, and Bhisam Bhateja collectively own around 35% of the company. Emami acquired a 33.09% stake in The Man Company across two tranches which materialized in December 2017 and February 2019. “The discussions are in the final stages, and if nothing goes wrong at the last moment, the transaction will be completed in a few weeks from now,” said the source quoted above. Queries sent to Emami and The Man Company didn’t elicit any immediate response. We will carry their comments in case they do. For the fiscal year ending March 2024, The Man Company posted a revenue of Rs 185 crore. As per the firm, 70% of its revenues came from e-commerce channels, including major marketplaces and its website. It claimed EBITDA level profitability with Rs 14 crore in FY24. It’s worth highlighting that the firm has raised only Rs 75 crore ($9 million) to date. The Gurugram-based firm majorly competes with Beardo which was acquired by Marico in July 2020 in around Rs 350 crore. Beardo is yet to disclose its FY24 numbers but it did more than Rs 100 crore revenue in FY23. Its other peer Ustraa also posted similar revenue in FY23.

The Man Company’s revenue declines to Rs 154 Cr in FY25; slips into losses

EntrackrEntrackr · 13d ago
The Man Company’s revenue declines to Rs 154 Cr in FY25; slips into losses
Medial

Emami-owned men’s grooming and personal care brand, The Man Company, saw its scale decline in the fiscal year ending March 2025, slipping into losses. The company’s revenue from operations declined by 16% to Rs 154 crore in FY25 from Rs 183 crore in FY24, according to its financial statements sourced from the Registrar of Companies (RoC). The sale of grooming products accounted for 97% of the revenue, while the rest came from shipping charges. Advertising costs emerged as the largest expense, rising over threefold to Rs 43 crore in FY25 from Rs 14 crore in FY24. Other major costs also increased, with discounts reaching Rs 18 crore, employee benefit expenses at Rs 10.5 crore, and the cost of materials nearly doubling to Rs 29.3 crore in FY25. Depreciation increased to Rs 6.2 crore, while other expenses fell to Rs 70 crore. Overall, The Man Company’s total expenses remained flat at Rs 177 crore in FY25, the same as the previous year. The decline in scale led the company into the red, recording a loss of Rs 22 crore in FY25 compared to a profit of Rs 9 crore in FY24. Its EBITDA margin fell to negative 9.74% from 6.78% the previous year. On a unit basis, the company spent Rs 1.15 to earn a rupee during the fiscal year. The Gurugram-based firm reported cash and bank balances of Rs 0.3 crore, with current assets at Rs 68 crore in FY25. Emami acquired The Man Company (TMC) for about Rs 400 crore, marking Emami's first D2C acquisition. The Man Company's competitors, Beardo and Ustraa, showed varied performances in FY25. Beardo's revenue increased to Rs 214 crore in FY25 from Rs 173 crore in FY24, with PAT rising by 258% to Rs 13 crore. Conversely, Ustraa's revenue declined by 22% to Rs 73 crore, but it narrowed its losses by 72% to Rs 14 crore in FY25. The Man Company's results underscore the challenges of D2C space acquisitions. Acquiring firms looking for high growth often face issues in a relatively unstructured environment. A heavy-handed approach post-acquisition can also stifle the agility that helped startups adapt to market changes. There is little doubt that The Man Company has lost some vitality post-acquisition.

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