Actor Ranbir Kapoor Enters India’s FMCG Space as Founder of Flux Theory

Actor Ranbir Kapoor has entered the FMCG industry as the founder of Flux Theory. 

Created with Advay Jhunjhunwala and Think9, Flux Theory currently sells bodywashes. The company offers three five products namely Sage, Sport, Lover, Dreamer and Rebel. According to the company, each product comes with distinctive fragrance and targeted skin benefits. 

The range spans benefits including hydration, deep cleansing, exfoliation, brightening and moisturisation, with fragrance profiles including mysterious bergamot, sporty mint, sensual santal, spicy leather and earthy oud.

Flux Theory looks to tap into India’s bath and shower market, estimated to grow at 4 percent in value in 2025 to reach INR 35,370 crore in retail sales, according to Euromonitor International.

The brand is omnichannel and plans to build its presence across digital and physical retail. 

According to the company, Ranbir Kapoor has been involved in shaping the brand’s proposition, creative direction, product experience and visual identity from the development stage.

“I have always been drawn to the idea that there is more than one side to each of us. As an actor, I experience that through the characters I play; in everyday life, we all move between different moods, roles and versions of ourselves. That was the thought behind Flux Theory. The shower is an everyday moment, but it can mark a shift in how you feel and what you are ready for next. That became the space in which we wanted to build Flux Theory. We have built each product around a distinct personality, fragrance and skin benefit, so people can choose what feels right for them in that moment. I’m excited to see Flux Theory start a new conversation in an everyday category and become a brand people return to as part of their routine,” said Ranbir Kapoor, Founder, Flux Theory.

Commenting on the launch, Advay Jhunjhunwala, Co-founder, Flux Theory, added: “The shower category has traditionally been led by function, familiarity and scale. While those remain important, consumers are increasingly looking for products that address specific skin needs and offer a more distinctive experience. Flux Theory brings together function, fragrance and personality in a way that gives consumers a new reason to choose body wash.”

“Our ambition is to grow the category, bring more first-time users into it and give existing consumers a reason to switch. Ultimately, a daily-use brand earns its place through the product and the repeat purchase and that is what we are building towards.”