Godrej Consumer bought men’s grooming brand Muuchstac for ₹450 crore, citing its strong profits and growth without ads.

Godrej Consumer Products Ltd. acquired D2C men’s grooming brand Muuchstac for ₹450 crore, completing the deal on November 10, 2025. The acquisition, structured as a slump sale of parent company Triology Solutions, includes Muuchstac’s intellectual property, distribution, and customer base. Founded in 2017 by Vishal Lohia and Ronak Bagadia, the brand achieved ₹80 crore in revenue and ₹30 crore in EBITDA with no reliance on traditional advertising, using only micro-influencers and organic content. Its flagship face wash ranks No. 2 online among men’s face washes and is likely No. 3 overall when offline sales are factored in. The founders will continue leading the business under GCPL’s support. CEO Sudhir Sitapati called the deal a high-return investment—over 15,000 times the founders’ initial ₹3 lakh stake—and signaled GCPL’s focus on acquiring profitable, capital-efficient D2C brands with proven product-market fit.