The actor’s new body-wash venture is targeting India’s Rs 35,370-crore bath and shower market, using skin benefits, fragrances and quick-commerce distribution to build a new consumer proposition
Actor Ranbir Kapoor has entered India’s fast-moving consumer goods (FMCG) sector as a founder with Flux Theory, a new shower and body-wash brand created with Advay Jhunjhunwala and venture-building platform Think9. Launched in Mumbai on September 27, the brand is entering a category dominated by established personal-care companies.
India’s bath and shower market grew 4 per cent in value in 2025 to Rs 35,370 crore in retail sales, according to Euromonitor International. Mintel’s India shower-products research found that 65 per cent of Indians were not using body wash in 2024, indicating headroom for category penetration beyond traditional soap formats.
Flux Theory has launched five body washes — The Sage, The Sport, The Lover, The Dreamer and The Rebel — combining targeted skin benefits with distinct fragrances and personality-led positioning. The products focus on deep cleansing, detanning, glow, hydration and exfoliation, with the company seeking to attract first-time users while encouraging existing consumers to switch.
The brand is taking an omnichannel approach, with products available on its own website, Amazon, Flipkart, Myntra, Tira, Zepto and Instamart. Flux Theory said it plans to expand its product portfolio and retail footprint across shower and personal care, while focusing on repeat purchases in the daily-use category.
“The shower category has traditionally been led by function, familiarity and scale. While those remain important, consumers are increasingly looking for products that address specific skin needs and offer a more distinctive experience. Flux Theory brings together function, fragrance and personality in a way that gives consumers a new reason to choose body wash,” said Advay Jhunjhunwala, Co-founder, Flux Theory.
The company has not disclosed its investment in the business, revenue targets or specific retail expansion targets. For Kapoor, the venture marks a move from celebrity endorsement into direct participation in an FMCG business, with the actor involved in developing the brand’s proposition, creative direction, product experience and visual identity.
