Ayushmann Khurrana invests in men’s grooming brand, The Man Company

The investment is part of a strategic partnership that will also see Khurrana as the company’s brand ambassador

by exchange4media Staff
Published - Oct 22, 2019 11:43 AM Updated: Oct 22, 2019 11:45 AM
Ayushmann Khurrana for The Man Company

Bollywood actor Ayushmann Khurrana has turned investor for the first time and invested in Helios Lifestyle Private Limited, the startup behind leading men’s premium grooming products brand, The Man Company (TMC). The investment is part of a strategic partnership that will also see Khurrana as the company’s brand ambassador. 

Speaking on the association, Hitesh Dhingra, Founder & MD, The Man Company said, “Ayushmann is the living embodiment of a modern gentleman. An outsider, who has made a mark with his hard work and sheer talent, he is best known for pushing the boundaries of what a man can be, which is precisely what we as a brand believe in. We are therefore absolutely thrilled to welcome this fine gentleman to The Man Company family. 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 very best.”

Through this collaboration with Khurrana, the brand aims to encourage the modern Indian men through an innovative campaign “Bring Out The #GentlemanInYou”. TMC has always believed that one has to strive and evolve continuously to be referred to as a gentleman and the lineage doesn’t have any meaning. It’s a constant self-introspective journey than a destination. The brand believes that to become a gentleman the looks, caste, religion, lifestyle, profession, and even sexuality is irrelevant. What matters are the inherent qualities one possesses and the mindset of constant evolution.

The Man Company aims to change the societal template of who a man should be and provide an alternative to this definition. They want to highlight that a gentleman can have flaws, he can be vulnerable and wear his heart on his sleeve but what matters most is that a gentleman should always have his heart at the right place.

Very much like this leading man himself, who is known for his keen sense of choosing path-breaking, best scripts of Bollywood, Khurrana talks the language of new India through his films and beliefs and sparks important social conversations. A self-made man who has been pushing the boundaries and questioning the very definition of what masculinity means by championing characters that celebrate the extraordinary heroism of a common man, Ayushmann has shown various shades of a gentleman through his cinematic choices.

Commenting on the development, Ayushmann Khurrana said, "The definition of a gentleman has thankfully evolved today and I believe men should be comfortable to embrace their vulnerability and their weaknesses. It doesn’t make them less of a man. I immediately connected with the philosophy of The Man Company and consider the company as a progressive and extremely inclusive brand whose products I love using. The company has impeccable business insights and I will be deeply invested in ensuring that the company grows from strength to strength in the years to come.’’

Launched in 2015, The Man Company today commands a 30% market share in the beard grooming category and has received two rounds of funding from Kolkata-based FMCG brand Emami. Earlier this year, The Man Company went on a nationwide expansion drive and established 1,000 brand touchpoints including premium salons, large format retail stores, health & beauty stores, and exclusive pop-ups. These locations are spread over 30 cities covering the length and breadth of India.

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