GCPL Buys Muuchstac in Rs 450 Crore Deal, Founders to Lead Brand's Next Phase

• GCPL acquires male grooming brand Muuchstac for Rs 450 crore
• Founders Vishal and Ronak will continue running the business
• GCPL eyes more high-performing D2C brands

Godrej Consumer Products Ltd (GCPL) has completed the acquisition of Muuchstac, a fast-growing male grooming brand, in a Rs 450-crore deal. Despite the buyout, founders Vishal Lohia and Ronak Bagadia will continue to lead the company as GCPL supports and scales the business. The announcement was confirmed by GCPL Managing Director and CEO Sudhir Sitapati through a LinkedIn post.

GCPL has been increasing its focus on high-margin, new-age categories and is actively scouting for more strong-performing D2C brands. Sitapati even invited recommendations from the startup community for D2C companies showing similar performance and profitability.

Muuchstac, founded in 2017 by Vishal and Ronak from Bhayander, has built a profitable business with minimal capital. According to Sitapati, the founders invested only Rs 3 lakh in the early years and have not recorded a loss since. The company scaled steadily and saw a turning point in 2023, when its Muuchstac Face Wash gained massive consumer traction. The founders quickly shifted their focus to this single SKU, which now contributes nearly 90% of total revenue.

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The brand’s marketing strategy also stood out. Muuchstac grew without TV advertising or paid performance marketing, relying solely on organic influencer content and micro-creators. Today, Muuchstac Face Wash ranks as the number two men's face wash online and is estimated to be the number three player overall in the broader market.

While GCPL typically evaluates larger brands, Muuchstac’s strong financial profile drew attention. The business is expected to reach Rs 80 crore in revenue soon, with an impressive EBITDA of Rs 30 crore, numbers that convinced GCPL to move forward with the acquisition.

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