TIW PE Invests Nearly US$ 6 Million in Mahesh Bhupathi’s Personal Care Company Scentials

Delhi, February 9, 2021: TIW Private Equity (TIW PE), has invested close to US$ 6 million in Scentials Beauty Care and Wellness Pvt. Ltd, a beauty & wellness company co-founded by former tennis professional and serial entrepreneur Mahesh Bhupathi along with Jinesh Mehta.


The investment in Scentials reflects TIW’s investment philosophy of backing first-generation entrepreneurs who are seeking active capital to scale their organization and drive growth. The Fund works closely with the management and help scale the business through its operative consultant approach primarily focusing on consumption-driven sectors across FMCG, media, education, digital platforms, financial services and real estate.


Scentials designs, develops, manufacture and distribute beauty and personal care brands that are driven by some of India’s top celebrities including Salman Khan, Virat Kohli and Lara Dutta.


Mohit Ralhan, Managing Partner and Chief Investment Officer at TIW PE, said “We are very excited to partner with Scentials in its journey towards sustainable growth, backing it with significant investment. The company offers a unique and powerful value proposition with brands envisioned by top celebrities and superior quality products crafted by a team of specialists. The founders have built a solid launchpad bringing a fresh approach to the business and will benefit from the strategic and operational inputs that we bring on the table. We are confident that the business can grow exponentially from here on to become India’s leading personal care business.”


With the funding from TIW PE, Scentials plans to expand its product offerings and strengthen its distribution network across the country. “Building Beauty businesses with influencers has created a lot of value in the west and after Unilever Venture, we are proud to have TIW believe in this opportunity in India and will continue exploring growth categories.” said Scentials’ co-founder Mahesh Bhupathi.


This is the second fund raise by Scentials. It has previously raised funding from Unilever Ventures, the venture capital arm of global FMCG major Unilever. “Scentials has been a first mover in building influencer led beauty brands which is still in its early days in India presenting a huge opportunity for the Scentials team. This fund raise will enable the company to accelerate growth with increased investments and entry into new categories” said Pawan Chaturvedi Investment Director-Asia at Unilever Ventures.


Winner of multiple Grand Slams, Mahesh Bhupathi, turned into a serial entrepreneur, founding and managing multiple businesses across sports, celebrity management, fashion and personal care.  Along with Jinesh Mehta, he has co-founded Scentials, with an aim to build a high quality and differentiated beauty business. Speaking on the investment, Jinesh Mehta said, “we are looking forward to welcoming TIW to the Scentials family, with their prior experience in investing into and growing business we are expecting to scale rapidly” said Jinesh Mehta, co-founder of Scentials.


Credence, one of India’s leading family office, was the sole advisor to the deal. Mitesh Shah, co-founder and CEO of Credence said “Scentials is building a beauty brands platform across categories with endorsements from top celebrities. There are multiple success stories of celebrity-led beauty brands and with the beauty platform Scentials has, it is well positioned to offer curated products to a wider audience”

TIW PE Invests Nearly US$ 6 Million in Mahesh Bhupathi’s Personal Care Company Scentials  TIW PE Invests Nearly US$ 6 Million in Mahesh Bhupathi’s Personal Care Company Scentials Reviewed by Twinkle on 04:00:00 Rating: 5
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