Consumer brands roll-up brnd.me (formerly Mensa Brands) is preparing for a domestic IPO within the next 12–18 months as it flips domicile from Singapore to India by year-end, founder and CEO Ananth Narayanan said.
“We’ve started the process to flip from Singapore to India; that should happen by year-end. Post that, IPO prep is about a 12–18 month journey,” Narayanan told . “IPO is one milestone in the journey — the real goal is to build a new Unilever out of India.”
The company, already EBITDA positive and cashflow generating for the past six months, operates at a run rate of $200 million. Narayan said brnd.me’s four flagship brands—My Fitness, Majestic Pure, Botanic Hearth, and Party Propz—contribute nearly 60 per cent of overall revenues and are being scaled into ₹1,000-crore businesses each over the next five years. “Our big learning is that focus really helps. Four brands of 1,000 crores each is the path to a billion-dollar revenue business,” he said.
Botanic Hearth, the company’s nature-plus-science haircare brand, posted revenues of about ₹250 crore in FY24 and is trending towards ₹350 crore this year, after doubling sales last year and growing 40–45 per cent in FY25. My Fitness, India’s largest peanut butter brand with a 22 per cent market share, is a ₹200-crore business that has clocked a 55–60 per cent CAGR and sold over 1.2 crore kilos of peanut butter in four years. Majestic Pure, its aromatherapy label, is a ₹350-crore business expected to cross ₹400 crore this year, with a 5–7 per cent market share in essential oils on Amazon US. Party Propz, the party supplies vertical, has scaled to nearly ₹250 crore and holds leadership positions in India while ranking among the top three players in the US and Canada.
brnd.me has pruned its portfolio to sharpen its positioning, exiting Pebble, digital media platforms MensXP and iDiva, and its stake in Renee Cosmetics. “We’re done with exits. Pebble didn’t fit, MensXP and iDiva were better suited with a media company, and Renee was a financial investment. Now, the story we want to tell investors is sharply focused,” Narayanan said.
Nearly half of the company’s revenues come from overseas markets, with strong traction in the US, Canada, and Europe. Its brands are present online through Walmart.com, Target.com, Noon and Namshi, and are preparing to enter offline retail in North America.
Narayanan brushed aside concerns over e-commerce private labels. “I don’t think private label is a real threat. India is still largely unbranded moving to branded, and our brands have real recall,” he said. The company may raise a pre-IPO round to clean up its cap table, but Narayan underlined that the long-term mission remains unchanged. “I’m here to build this for the next 10–15 years. IPO is an important milestone, but the real goal is to create global consumer brands from India.”