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Future Group’s Indivision India invests Rs 500 mn in VLCC
MUMBAI: VLCC, health, beauty and personal care products player, has announced that it has received an investment of Rs. 500 million from Indivision India Partners, a private equity fund promoted by Future Capital Holdings, the financial services arm of the Future Group..
An official statement says that the investment would be made in VLCC Health Care Limited, which manages the VLCC brand of businesses spanning a chain of slimming, beauty and fitness centers, manufacturing and marketing of personal care products and management of educational institutes for beauty and health.
The investment is structured in the form of a convertible debenture and the proceeds will largely be used to fund the expansion of new VLCC centers both in India and overseas.
In addition, the funds will also be utilized in growing the company’s subsidiary, VLCC Personal Care Ltd., engaged in manufacturing and marketing ayurvedic/herbal personal-care products.
VLCC Health Care Ltd., chairman and managing director Mukesh Luthra said, “We plan to be a 300 centre strong company in the next three years, with a significant presence in international markets. Also on the cards by 2010 is a Rs.10 billion turnover.
Another area where the investment would play a key role is in building VLCC Personal Care Ltd. into a leading player in the
personal care products segment. Overall, this investment would help us achieve faster growth and strengthen our efforts to further consolidate our leadership position, for in addition to investing into the company; Indivision shall add considerable strategic value to the business. We are indeed pleased to have them as our investment partner.”
“There has been a growing trend towards increased consumer spend on personal grooming, health and wellness products and services.” said Future Capital Holdings CEO and managing director Sameer Sain. “The value-add from the Future Group and the Indivision team will enable VLCC to accelerate its growth and continue to dominate this category.”
Luthra added, “The Indivision investment represents the second round of funding that the VLCC Group has received, the earlier one being in 2004 when US$ 10 million were invested by CLSA, the Asian investment banking arm of Crédit Agricole.”
VLCC currently has nearly a 100 centers in 55 cities across India and the UAE. It also has 10 VLCC Institutes in seven cities that provide diploma courses in beauty and nutrition to over 2,500 students a year.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
