Godrej Consumer Products Ltd (GCPL) has signed a definitive agreement to acquire the FMCG business operating under the brand Muuchstac from Trilogy Solutions via a slump sale. Read along to know more.
Godrej Consumer Products Ltd acquires the men’s grooming brand Muuchstac. The transaction is structured as an all-cash deal, to be completed in two tranches. In the first tranche GCPL will pay around ₹289 crore for an enterprise value of about ₹380 crore. The second tranch will take effect after 12 months. It is valued at approximately ₹160 crore, bringing the enterprise value to roughly ₹400–500 crore.
Muuchstac being a strategic fit
Muuchstac is one of India’s fastest-growing men’s grooming brands. It holds a leadership position in the men’s facewash segment. It’s also among the top two players online in the men’s facewash category and top three overall.
Over the twelve months ending September 2025, the business recorded revenues of approximately ₹80 crore and an adjusted EBITDA of about ₹30 crore, reflecting strong profitability.
Market context and growth opportunity
India’s facewash market’s value is currently at approx ₹6,000-7,000 crore. The segment continues to grow at about 15-20% per annum. Rising skin-care awareness, disposable incomes, and a shift from soaps to specialised cleansing formats drive the growth of this segment.
Within this, the men’s facewash category value is roughly ₹1,000 crore. It is growing at over 25% annually, making it one of the fastest-growing segments in personal care.
How GCPL plans to leverage the acquisition
GCPL intends to leverage its pan-India distribution network, supply chain strengths and innovation capabilities to scale Muuchstac beyond its strong online presence into offline channels where penetration remains low but opportunities are large.
The acquisition aims to:
- Strengthening GCPL’s presence in the fast-growing men’s grooming segment.
- Expanding participation in the premium skincare market through a profitable, digitally native brand.
- Enhancing portfolio profitability with a high-margin business aligned with GCPL’s long-term value-creation framework.
What it means for GCPL & the broader industry
For GCPL, this move signals a clear strategic pivot toward digitally-native brands and high-growth grooming categories, particularly men’s skincare—a segment that historically had seen less focused investment in India.
For the personal care industry, the acquisition may trigger further consolidation, with major players underwriting smaller digital-first brands to capture growth in premium niches and men’s grooming.
However, success will depend on GCPL’s ability to integrate Muuchstac while preserving its digital agility, maintain brand authenticity, and execute offline scale without diluting the brand’s appeal.
From the leadership desk
Sudhir Sitapati, Managing Director & CEO:
“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.”
Ronak Bagadia and Vishal Lohia, founders of Muuchstac:
“It’s a proud moment for us and our teams to see Muuchstac become part of the Godrej family. We look forward to the business scaling ahead, on our vision of redefining men’s skincare in India and we will work closely with the team at Godrej towards this.”