Ranbir Kapoor Launches Flux Theory Five-Variant Body-Care Line
ET Retail cites Euromonitor’s figure that India’s bath and shower category grew 4% in value in 2025 to about Rs 35,370 crore, and Mintel research saying 65% of Indians were not using body wash in 2024 — the gap Flux Theory says it wants to close by converting soap users and first-timers. Jhunjhunwala told ET Retail the focus is expanding the category while building repeat purchase into everyday routines.
Celebrity-built personal-care lines remain a live beat on Lifestyle; Flux Theory’s test will be whether personality-led body wash can hold shelf space against legacy soap and shower giants. Verified facts as of Sept. 28 reports: Kapoor co-founded Flux Theory with Jhunjhunwala and Think9, five body-wash variants are live across major digital platforms, and the brand is positioning against India’s still soap-heavy shower market.
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"iShook Opinion" by Beni E Rachmanov, CEO & Founder of iShook. Explore captivating perspectives on entertainment, lifestyle, and sports at ishookdaily.com. Your go-to for engaging insights.
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