FMCG giant Godrej Consumer Products Ltd (GCPL) has finalized the purchase of Muuchstac in a Rs 450-crore transaction, with its promoters remaining in control of the business operations.

GCPL's Managing Director and CEO Sudhir Sitapati announced on LinkedIn that its founders, "Vishal and Ronak will persist in leading this business with support from GCPL".

Additionally, GCPL, which is boosting its investment in high-margin sectors, is seeking more innovative D2C ventures like Muuchstac.

"Should anyone else be aware of a modern D2C business with equally impressive figures as this one, please leave a comment or DM me," stated Sitapati.

Last month, GCPL revealed the completion of a definitive agreement to purchase the FMCG division of Triology Solutions, mainly focused on the male grooming sector with the 'Muuchstac' brand through a slump sale to "promote profitable growth."

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Muuchstac was established in 2017 by two young men from Bhayander -- Vishal Lohia and Ronak Bagadia.

"On 10 November 2025, we acquired Muuchstac in a Rs 450 crore transaction, at an appealing valuation for Godrej Consumer Products Ltd, which also provided Vishal and Ronak an over 15,000x return," stated Sitapati.

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Praising the efforts of the founder, he noted they grew the business to roughly Rs 10 crore in 2023 when they experienced "an aha moment."

"One SKU, Muuchstac Face Wash, was gaining significant popularity among consumers." They realized that there was something appealing about this product to consumers (purchase to discover what!) and they shifted all their focus to this single SKU," he stated, noting that now face wash represents 90 percent of their income.

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They exclusively invest in a micro-influencer marketing strategy, avoiding TV ads and performance marketing. Even in influencer marketing, they avoid promoting posts and depend solely on organic content.

Muuchstac Face Wash ranks as the second leading product in men's face washes both online and, when considering offline sales, is probably the third largest in the market.