28 September 2026: Ranbir Kapoor has entered the FMCG industry as the Founder of Flux Theory, a new brand in the shower category, created with Advay Jhunjhunwala along with the venture building platform Think9. Launched yesterday in Mumbai, the brand is entering a category traditionally shaped by function, familiarity and scale, with a proposition which argues that the shower is a moment of transformation in our daily life & not just a functional ritual.
The brand’s belief is that everyone has multiple versions of themselves. Different moments, moods and needs bring out different sides of who we are. Flux Theory sees the shower as a space where that shift can happen; a transformation portal where consumers can step in as one version of themselves and step out as another.
Flux Theory nudges the consumer to think: “Who do you want to be today?”
The brand brings the idea to life through five body washes built around distinct archetypes: Sage, Sport, Lover, Dreamer and Rebel. Unlike variants, each product combines a specific personality with a distinctive fragrance and targeted skin benefits, allowing consumers to choose based on how they want to feel & not only on what their skin needs.
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. Together, the products bring feel, fragrance, function and personality into a category where these cues have traditionally played a limited role in driving choice.
Entering a category with headroom & a new perspective
Flux Theory is entering a growing market with significant room for expansion. India’s bath and shower market grew 4% in value in 2025 to reach ₹35,370 crore in retail sales, according to Euromonitor International. Mintel’s India shower-products research found that 65% of Indians were not using body wash in 2024, pointing to an opportunity to bring more consumers into the category.
As consumers move beyond traditional soap formats, the opportunity is not simply to offer another body-wash option. It is to create stronger reasons to enter, explore and remain in the category through targeted skin benefits, distinctive sensory experiences and a more relevant emotional proposition.
Flux Theory aims to address this gap by challenging the conventional function-first approach to shower products. The brand intends to grow the body-wash category by attracting first-time users, while also giving existing consumers a reason to reconsider products they have traditionally purchased.
The brand is omnichannel and plans to build its presence across digital and physical retail, with a focus on driving repeat purchase and becoming part of consumers’ everyday routines. Looking ahead, Flux Theory aims to build a distinctive, enduring presence in the FMCG space by deepening its connection with consumers and expanding its relevance across the shower and personal-care categories. The brand will focus on strengthening its product portfolio, widening its retail footprint and continuing to create experiences that bring its central idea of ‘different versions of who we are’ to life. Its long-term ambition is to grow from a new entrant into a meaningful, everyday brand with the scale and relevance to compete in a fast-evolving market.
Ranbir Kapoor enters India’s FMCG sector as a Founder
As Founder, he has been involved in shaping the brand’s proposition, creative direction, product experience and visual identity from the development stage.
His filmography & portrayal of characters who are undergoing transformation has informed the brand’s central belief that people are not defined by a single identity. With Flux Theory, he is bringing this perspective to an established FMCG category and building a brand around the many versions of the consumer.
“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, said: “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.”
The Flux Theory range is available at www.fluxtheory.in, Amazon, Flipkart, Myntra, Tira, Zepto and Instamart.