Flux Theory launches Ranbir Kapoor body wash brand in India
Actor Ranbir Kapoor has co-founded Flux Theory, a new personal care brand entering India's bath and shower market with five body wash variants.
Flux Theory, a new personal care brand co-founded by actor Ranbir Kapoor and entrepreneur Advay Jhunjhunwala in partnership with venture-building platform Think9, has launched in India's bath and shower market. The brand's initial focus is on the body wash category, launching with five distinct variants available through an omnichannel retail strategy.
Kapoor has been involved in developing the brand's proposition from its early stages. His role as founder included shaping the product experience, creative direction, and visual identity.
Product portfolio and positioning
Flux Theory launched with five body wash variants, each linked to a specific personality type, fragrance profile, and skin-care benefit. The strategy aims to attract first-time body wash users and encourage existing consumers to explore alternatives.
The initial product lineup is as follows:
Company co-founder Advay Jhunjhunwala said the ambition is to grow the category by bringing in more first-time users and giving existing consumers a reason to switch from established formats. The brand's focus includes expanding this product portfolio and increasing its retail presence to build repeat purchases.
Market opportunity and strategy
The launch targets a significant gap in India's personal care market. Research from Mintel cited by the company indicates that 65% of Indians were not using body wash in 2024. Meanwhile, the overall bath and shower market is growing, having recorded a 4% value increase in 2025 to reach retail sales of Rs 35,370 crore, according to data from Euromonitor International.
Flux Theory aims to scale within the shower and personal-care categories by addressing this low penetration. With this launch, Kapoor joins a growing list of celebrities entering India's fast-moving consumer goods and personal care sector.
Distribution and omnichannel presence
Flux Theory products are currently available for purchase through the brand's own website and on major online retail platforms. The distribution network spans e-commerce, beauty specialty, and quick-commerce channels.
Key platforms carrying the range include Amazon, Flipkart, Myntra, Tira, Zepto, and Instamart. The company has confirmed plans to distribute through quick-commerce platforms and to build a comprehensive omnichannel presence across both digital and physical retail channels.
The brand's roadmap involves expanding its product portfolio and increasing its retail footprint to drive repeat purchases while establishing this omnichannel presence.
