Ranbir Kapoor Enters FMCG With Body-Care Brand Flux Theory
Advay Jhunjhunwala, co-founder of Flux Theory, said the company wants to move the shower category beyond a primarily functional purchase by combining skin benefits, fragrance and personality.
Actor Ranbir Kapoor has entered India’s fast-moving consumer goods (FMCG) sector as the founder of Flux Theory, a new shower and body-care brand created with entrepreneur Advay Jhunjhunwala and venture-building platform Think9. The brand was launched on September 28, 2026, with an initial focus on the body-wash category.
Flux Theory has launched with five body-wash variants such as Lover, Rebel, Dreamer, Sport and Sage. Each product combines a distinct personality with a fragrance profile and targeted skin-care proposition. The range covers benefits including hydration, deep cleansing, exfoliation, brightening and moisturisation, with fragrance profiles built around notes such as bergamot, mint, santal, leather and oud.
The products are available through Flux Theory’s own website and online platforms including Amazon, Flipkart, Myntra, Tira, Zepto and Instamart. Current marketplace listings show 250-ml products priced around the ₹300 to ₹400 range, although selling prices vary by platform and promotions. Tira, for example, lists Lover at ₹399, while Sport and Rebel were listed at discounted prices of ₹269 and ₹359 respectively when checked on October 3.
Ranbir Kapoor is being positioned as a founder rather than only a celebrity endorser. According to the company, he was involved in developing Flux Theory’s brand proposition, product experience, creative direction and visual identity from the early stages. Financial details, including the amount invested in the venture and the ownership split between Kapoor, Jhunjhunwala and Think9, have not been publicly disclosed.
The brand’s launch campaign draws directly on Kapoor’s film career. It features five characters he has played on screen — Barfi, Bunny from Yeh Jawaani Hai Deewani, Jordan from Rockstar, Ayan from Ae Dil Hai Mushkil and Shiva from Brahmāstra. The campaign uses the characters to represent different personalities and moods associated with the five-product range.
Flux Theory’s central proposition is that consumers can move between different versions of themselves depending on their mood, situation and needs, with the shower positioned as a daily moment of transition. The idea is captured in the brand’s question, “Who do you want to be today?”
Advay Jhunjhunwala, co-founder of Flux Theory, said the company wants to move the shower category beyond a primarily functional purchase by combining skin benefits, fragrance and personality. The company is targeting both existing body-wash users and consumers who continue to use traditional soap and other established formats.
Flux Theory is entering a sizeable Indian bath-and-shower market. According to Euromonitor International data cited by the company and multiple launch reports, India’s bath and shower market grew 4% in value in 2025 to reach ₹35,370 crore in retail sales. Mintel research cited in the launch material found that 65% of Indians were not using body wash in 2024. The figures indicate the category still has room to expand beyond existing body-wash users, although the market estimates are attributed to the respective research firms rather than independently verified in the launch reports.
The company said its initial strategy is focused on building the five-product portfolio, expanding distribution across digital and physical retail and driving repeat purchases. Flux Theory plans to expand its product portfolio and retail presence as it develops the broader shower and personal-care business.
The launch adds to Kapoor’s existing involvement in consumer businesses. He announced his lifestyle venture ARKS in September 2024 and launched its first product range and Mumbai store in February 2025. ARKS initially focused on apparel, sneakers and accessories and has since expanded its lifestyle offering, including fragrance.
Flux Theory therefore becomes Kapoor’s second publicly launched consumer brand, this time entering a higher-frequency personal-care category. Its initial distribution combines direct-to-consumer, marketplaces, beauty-commerce platforms and quick-commerce services, while its five-product portfolio is built around the combination of fragrance, skin-care functions and personality-led branding.