Actor Ranbir Kapoor has entered India’s FMCG sector as the Founder of Flux Theory, a new brand in the shower category created with Advay Jhunjhunwala and venture-building platform Think9. Launched in Mumbai, the brand has been developed around the idea that the shower can be more than a functional daily ritual, offering consumers a moment to reconnect with different sides of themselves.
As Founder, Kapoor has been involved in shaping the brand’s proposition, product experience, creative direction and visual identity from the development stage. The brand’s central thought is that people have multiple versions of themselves, shaped by different moments, moods and needs. Flux Theory positions the shower as a space where consumers can move between these different versions, summed up in the question: 'Who do you want to be today?'
The brand launches with five body washes built around distinct archetypes: Sage, Sport, Lover, Dreamer and Rebel. Each product combines a personality with a specific fragrance and targeted skin benefit, allowing consumers to make a choice based on both their mood and skin needs. The range includes benefits such as hydration, deep cleansing, exfoliation, brightening and moisturisation, alongside fragrance profiles including bergamot, mint, santal, leather and oud.
Flux Theory is entering a growing bath and shower market. According to Euromonitor International, India’s bath and shower market grew 4% in value in 2025 to reach ₹35,370 crore in retail sales. Mintel’s India shower-products research found that 65% of Indians were not using body wash in 2024, indicating room for the category to bring more consumers into the format. The brand is positioning its proposition around the combination of skin benefits, fragrance and personality, rather than function alone. It aims to attract first-time body-wash users while also giving existing consumers a reason to reconsider the category.
Flux Theory will operate across digital and physical retail, with a focus on building repeat purchase and becoming part of consumers’ everyday routines. The brand plans to expand its product portfolio and retail presence across the shower and personal-care categories.
“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,” shares Ranbir Kapoor.
Commenting on the launch, Advay Jhunjhunwala, Co-founder, Flux Theory, adds, “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 through its website, Amazon, Flipkart, Myntra, Tira, Zepto and Instamart. The first collection comprises five shower gels: The Sage for deep cleansing, The Rebel for exfoliation, The Dreamer for hydration, The Sport for detan and The Lover for glow.
