Emami has agreed to make strategic investment in Helios Lifestyle. The company will acquire 30% stake in Helios Lifestyle, which owns male grooming brand 'The Man Company'. The stake will be acquired by December 31, 2018, through the infusion of required funds in Helios.

This acquisition of stake by Emami is significant as it marks the company’s entry in the fast-growing online male grooming segment.

Harsha V Agarwal, Director, Emami, said, "We are very happy to announce this exciting partnership with Helios. We are quite impressed with the founders & their passion to make this business a success since its inception. Rapidly growing male grooming portfolio supported by digital marketing & online sales is an emerging growth segment in the FMCG space. This investment is in line with the company's strategy of leveraging online opportunities brought about by rapid digitalisation which is the future and will also help us to be present in the premium end of growing male grooming segment."

Shares of the company gained Rs 17.4, or 1.37%, to trade at Rs 1,291.00. The total volume of shares traded was 1,039 at the BSE (9.54 a.m., Friday).