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VLCC to Acquire D2C Men's Grooming Brand Ustraa

Ustraa, which was founded in 2015 by Rahul Anand and Rajat Tuli, sells fragrances, hair care, face and beard care items and has 2.2 million consumers on its app

VLCC, a beauty and skincare company, said on Friday that it is acquiring direct-to-consumer men's grooming brand Ustraa through a combination of secondary buy-out and share swap. 

VLCC will make additional investments following the merger to accelerate the expansion of Ustraa, a brand owned by Happily Unmarried Marketing. The acquisition signals VLCC's entry into specialised men's grooming and strengthens the platform's new era digital commerce and product creation capabilities.

Rahul Anand and Rajat Tuli, founders of Ustraa, will continue to oversee the D2C brand's growth and push VLCC's direct to consumer approach. InfoEdge, 360 One (previously IIFL Ventures), and Wipro, who are already investors in Ustraa, will become shareholders in VLCC.

Ustraa, which was founded in 2015 by Rahul Anand and Rajat Tuli, sells fragrances, hair care, face and beard care items and has 2.2 million consumers on its app, according to the company.

VLCC was advised on the transaction by Trilegal and KPMG. Happily Unmarried and its investors received unique financial advice from EY. InfoEdge's Sanjeev Bikhchandani, who has invested in Zomato and Policybazaar, believes the VLCC-Ustraa merger will provide synergies.


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