Godrej Picks Up Muuchstac in ₹450 Cr D2C Deal

Muuchstac was acquired by FMCG giant Godrej Consumer Products Ltd (GCPL) for Rs 450 crore, and its promoters would still be in charge of the company.

GCPL Managing Director and CEO Sudhir Sitapati, in a post on social media platform LinkedIn, said its founders "Vishal and Ronak will continue to run this business with GCPL supporting them".

Additionally, GCPL is searching for more cutting-edge D2C companies like Muuchstac as it increases its investment in high-margin areas.

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"If anyone else knows of a new-age D2C business with numbers as good as this one, please write a comment or DM me," said Sitapati.

In order to "drive profitable growth," GCPL stated last month that it had signed a definitive deal to purchase Triology Solutions' FMCG business, which predominantly operates in the male grooming category under the "Muuchstac" brand, through a slump sale.

Two youths from Bhayander, Vishal Lohia and Ronak Bagadia, developed Muuchstac in 2017. "On 10 November 2025, we bought out Muuchstac in a Rs 450 crore deal, at an attractive valuation for Godrej Consumer Products Ltd, which also offered Vishal and Ronak a greater than 15,000x return," said Sitapati.

"One SKU, Muuchstac Face Wash, was getting strong consumer traction. They figured that something about this product clicked with consumers (buy to find out what!) and they pivoted their entire effort to this one SKU," he said, adding now face wash accounts for 90 per cent of their revenue.

They don't use performance marketing or TV advertising; instead, they solely use a micro-influencer marketing strategy. They only use organic material and don't encourage pieces, even in influencer marketing. When it comes to men's face washes, Muuchstac Face Wash is now ranked second online, and when offline is taken into account, it is probably ranked third.