Godrej Consumer Products Limited (GCPL), in a surprise, said it had acquired men’s grooming brand Muuchstac for Rs 450 crore, a deal announced alongside its latest quarterly results. The purchase marks the company’s growing appetite for profitable, digital-first consumer brands.

Muuchstac was founded in 2017 by Vishal Lohia and Ronak Bagadia, two entrepreneurs from Bhayander, a suburb of Mumbai. For several years, the business made modest progress, reaching revenues of around Rs 10 crore. Then, in 2023, came the “aha moment”. A single product, Muuchstac Face Wash, began to gain strong traction with consumers. The company decided to focus exclusively on that one SKU, which now contributes 90% of its revenue.

Muuchstac’s growth model has been unusual for a personal care brand. It relies so

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