Helios Lifestyle said the investment was part of a strategic partnership that will also see Khurrana as its brand ambassador.
Actor Ayushmann Khuranna has invested an undisclosed amount in Helios Lifestyle, the parent entity of The Man Company, a men’s grooming brand. The company which had previously raised two rounds of funding did not disclose the investment amount.
The startup said the investment was part of a strategic partnership that will also see Khuranna as its brand ambassador. By roping in the National Award Winning actor, the brand is going to encourage the modern Indian men through an innovative campaign called “Bring Out The #GentlemanInYou”. The Man Company aims to change the societal template of who a man should be and provide an alternative to this definition. It wants to highlight that a gentleman can have flaws, can be vulnerable, and wears his heart on his sleeve.
MD Hitesh Dhingra said, “With his support, we are going to double down on our mission to encourage men to bring out the gentleman within them by offering them world-class grooming essentials and empowering them to look and feel their best.” The firm has a 30% market share in the beard grooming category, the company claimed. The Man Company competes with the likes of Happily Unmarried, Beardo, among other start-ups as well as big brands like Marico and HUL.
Sourced from: The Hindu Business Line, YourStory and Economic Times.