Actor Ranbir Kapoor has ventured into India’s fast-moving consumer goods (FMCG) space with the launch of Flux Theory, a new shower and personal-care brand developed in partnership with Advay Jhunjhunwala and venture-building platform Think9. Launched in Mumbai, Flux Theory seeks to redefine the everyday shower as more than a functional routine, positioning it as a personal moment to reconnect with different sides of oneself.

Kapoor, who is the Founder of Flux Theory, has been closely involved in developing the brand’s proposition, product experience, creative direction and visual identity from the outset. At the heart of the brand is the idea that individuals move through different versions of themselves depending on their moods, moments and everyday needs. Flux Theory brings this thought to life through the question, “Who do you want to be today?”

The brand enters the market with five body washes, each built around a distinct personality archetype: Sage, Sport, Lover, Dreamer and Rebel. Every variant combines a specific personality with a fragrance profile and targeted skin benefit, allowing consumers to choose according to both their mood and skincare requirements. The range offers benefits including hydration, deep cleansing, exfoliation, brightening and moisturisation, complemented by fragrance notes such as bergamot, mint, santal, leather and oud.

Flux Theory is entering a bath and shower category that continues to offer room for expansion. According to Euromonitor International, India’s bath and shower market grew 4% in value in 2025, reaching ₹35,370 crore in retail sales. Mintel’s research on India’s shower-products market found that 65% of Indians were not using body wash in 2024, highlighting the potential to bring more consumers into the category.

Against this backdrop, Flux Theory is building its proposition around the intersection of skin benefits, fragrance and personality rather than focusing solely on functional attributes. The brand aims to appeal to consumers who have yet to adopt body wash while also encouraging existing users to explore the category through a different proposition.

The brand will be available across digital and physical retail channels, with an emphasis on building repeat purchase and becoming part of consumers’ everyday routines. Flux Theory also plans to broaden its product portfolio and expand its 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.”