Marico merges men’s grooming brand Beardo into its parent company

MUMBAI: Marico is tidying up its house.

The FMCG group on Tuesday announced the integration of Beardo, its men’s grooming brand, into the parent company, folding the Rs 214-crore business into Marico through an intra-group restructuring aimed at sharpening operational efficiency.

The move will be executed via the voluntary liquidation of Zed Lifestyle, Marico’s wholly owned subsidiary that runs the Beardo brand. Its entire business undertaking will be transferred to Marico, the company said in a regulatory filing, allowing resources, teams and decision-making to be consolidated under one roof.

In the last financial year, Zed Lifestyle posted a turnover of Rs 214.17 crore, accounting for 1.98 per cent of Marico’s consolidated revenue. The subsidiary reported a net worth of Rs 18.61 crore.

Marico first invested in Beardo before fully acquiring the brand in 2020, when it bought the remaining 55 per cent stake in an all-cash deal. The integration marks the final step in embedding the men’s grooming label into Marico’s core portfolio.

Popcorn, too

Alongside the restructuring, Marico also signalled its appetite for premium snacking. The company announced the acquisition of a controlling stake in Zea Maize, owner of gourmet popcorn brand 4700BC, for Rs 226.83 crore.

Marico will initially acquire a 93.27 per cent stake, with the transaction expected to close within 30 days. The company retains the right to buy the remaining stake after three years, at a valuation to be determined at that time.

Markets approve

Investors appeared unfazed by the corporate reshuffle and acquisition spree. Shares of Marico ended 0.85 per cent higher on Tuesday, closing at Rs 747.20 on the BSE.

Beardo is now fully inside the tent, popcorn is on the menu, and Marico’s message is unmistakable: fewer silos, tighter control and a sharper focus on growth.