Shares of Godrej Consumer Products Ltd are trading flat. This follows hitting a day’s high of Rs 1,137.70 on 14th November after the company announced the completion of its Rs 450-crore acquisition of Muuchstac. The brand’s promoters are set to continue leading the business.

GCPL MD & CEO Sudhir Sitapati, in a LinkedIn post, said Muuchstac founders Vishal and Ronak will continue running the company with full support from GCPL.

He added that GCPL is increasing its focus on high-margin categories. The company is actively looking to acquire more new-age D2C brands like Muuchstac. Sitapati even invited suggestions, asking people to comment or message him if they know of similar high-performing businesses.

GCPL had signed a definitive agreement last month to acquire the FMCG business of Triology Solutions. This company owns the Muuchstac brand. The acquisition is through a slump sale to “drive profitable growth”. Muuchstac was founded in 2017 by Bhayander entrepreneurs Vishal Lohia and Ronak Bagadia.

Sitapati said GCPL bought Muuchstac on 10th November, 2025, in a Rs 450-crore deal. This gave the founders a return of over 15,000x. He praised their efforts, noting that the business scaled to around Rs 10 crore in 2023. They had a breakthrough when the Muuchstac Face Wash started seeing strong traction. They decided to focus entirely on this SKU, which now contributes 90% of their revenue.

The brand spends only on micro-influencers, with no TV ads or performance marketing. Even within influencer marketing, they rely purely on organic content. Muuchstac Face Wash is the number 2 men’s face wash brand online and likely number 3 overall, including offline.

The founders initially invested just Rs 3 lakh in 2017–18 and haven’t lost money since. Everything beyond that has been funded through operational profits.

Sitapati said the business was smaller than what strategics normally target. Despite this, its Rs 30 crore EBITDA stood out. This prompted GCPL to explore the acquisition further, with expected revenue of around Rs 80 crore in a few months.

At 12:39 PM, shares of Godrej Consumer were trading 0.19% higher at Rs 1,135.60 on NSE.

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