Actor Ranbir Kapoor has launched Flux Theory, a body wash brand he founded with Advay Jhunjhunwala and venture-building platform Think9, marking his entry into India’s FMCG sector. The brand debuted on September 28 with five shower gels named Lover, Rebel, Dreamer, Sport, and Sage.
Kapoor is listed as founder and Jhunjhunwala as co-founder. The company says the actor shaped the brand’s proposition, product experience, creative direction, and visual identity from the development stage, which puts his role a step beyond a standard endorsement deal.
Each variant pairs a fragrance with a specific skin benefit. According to the company, Lover is a moisturising gel with gold leaf and argan oil, Rebel an exfoliating gel with charcoal, Dreamer a hydrating foaming body wash, Sport a detan gel and Sage a deep-cleansing gel. The range’s fragrance notes include bergamot, mint, santal, leather and oud.
The launch film reunites five of Kapoor’s screen characters: Barfi from Barfi! (2012), Bunny from Yeh Jawaani Hai Deewani (2013), Jordan from Rockstar (2011), Ayan from Ae Dil Hai Mushkil (2016), and Shiva from Brahmastra Part One: Shiva (2022). Each character is matched to one variant, and the campaign hangs on a single question: who do you want to be today?
“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.”
Ranbir Kapoor, Founder, Flux Theory
Every launch channel is digital. Flux Theory is sold on its own website, fluxtheory.in, and through Amazon, Flipkart, Myntra, Zepto, Tira, and Instamart. The company describes the brand as omnichannel and says it plans to build a presence in physical retail, but has not given a timeline.
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The market it is entering is large and, by one measure, under-penetrated. Euromonitor International estimates India’s bath and shower retail sales grew 4% in 2025 to ₹35,370 crore. Mintel research found that 65% of Indians were not using body wash in 2024. Flux Theory says it wants to draw in that first-time user while also giving existing buyers a reason to switch.
“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.”
Advay Jhunjhunwala, Co-founder, Flux Theory
Think9 was founded by Ashni Biyani and Avni Biyani, daughters of Future Group founder Kishore Biyani, along with brand strategist Santosh Desai. Flux Theory is Kapoor’s second consumer business. In September 2025, he launched ARKS, a direct-to-consumer lifestyle label selling apparel, accessories, and sneakers.
The launch material does not disclose pricing, the size of the investment behind the brand, or how ownership is split between Kapoor, Jhunjhunwala, and Think9. Body wash is also a crowded shelf, online and off, with established FMCG players already in it. The company says it aims to expand across the shower and personal-care categories but has not named the next product.
