Acquisition deepens GCPL’s play in India’s fast-growing men’s grooming segment
Godrej Consumer Products or GCPL said on Friday that they have signed a definitive agreement to acquire the FMCG business operating under the ‘Muuchstac’ brand from Trilogy Solutions for about Rs 449 crore, as the maker of Cinthol soaps and Hit insecticides looks to deepen its presence in high-growth, high-margin personal care categories.
The all-cash transaction, structured as a slump sale, will be completed in two tranches. GCPL will pay Rs 289 crore in the first tranche for an enterprise value of Rs 380 crore, followed by a second payment of about Rs 160 crore after 12 months, corresponding to an enterprise value of Rs 400–500 crore, the company says in a stock exchange filing.
“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,” the company said.
Muuchstac currently ranks among the top two online men’s facewash brands and within the top three overall. For the 12 months ending September 2025, the brand records revenue of around Rs 80 crore and adjusted EBITDA of about Rs 30 crore.
India’s facewash market, valued between Rs 6,000 crore and Rs 7,000 crore, is expanding 15–20 per cent annually, driven by rising skincare awareness and a shift from soaps to specialised cleansing formats. Within this space, the men’s facewash segment, worth roughly Rs 1,000 crore, is growing at over 25 per cent a year, according to GCPL.
“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,” says Sudhir Sitapati, managing director and chief executive officer at GCPL.
Muuchstac founders Ronak Bagadia and Vishal Lohia say they look forward to working closely with Godrej to scale the business further and advance their vision of redefining men’s skincare in India.
