Ranbir Kapoor has officially entered Indias fast moving consumer goods sector as the founder of Flux Theory, a new shower care brand launched in partnership with Advay Jhunjhunwala and venture building platform Think9. The launch coincided with Kapoors 44th birthday on September 28, 2026. As founder, Kapoor has been intimately involved in shaping the brands proposition, product experience, creative direction, and visual identity from the initial development stage. The brand is built around the central philosophy that individuals have multiple versions of themselves shaped by different moments, moods, and needs, positioning the shower as a transformative space where consumers can transition between these identities.
This concept is summed up in the brands core question, who do you want to be today. Flux Theory is debuting with five distinct body washes built around specific archetypes that combine a personality with a targeted skin benefit and unique fragrance profile. The initial portfolio comprises Lover, a moisturising gel formulated with gold leaf and argan oil; Rebel, an exfoliating charcoal wash with spicy leather notes; Dreamer, a hydrating foaming gel with bergamot; Sport, a refreshing detan wash with mint; and Sage, a deep cleansing formula with earthy oud.
To introduce the lineup, the brand has released an ad film featuring five of Kapoors most iconic cinematic characters, Barfi, Bunny from Yeh Jawaani Hai Deewani, Jordan from Rockstar, Ayan from Ae Dil Hai Mushkil, and Shiva from Brahmastra, using their varying traits to anchor each role to a specific product variant. Ranbir Kapoor noted that he has always been drawn to the idea that there is more than one side to everyone, experiencing this through the characters he plays on screen and the changing roles people navigate in everyday life. He explained that the shower represents an everyday moment that can mark a shift in how a person feels and what they are ready for next, which inspired the creation of products tailored to what feels right in the moment.
Co founder Advay Jhunjhunwala added that while the shower category has traditionally been led by function, familiarity, and scale, modern consumers are increasingly looking for products that address specific skin needs and offer a distinctive sensory experience. He stated that Flux Theory brings together function, fragrance, and personality to give consumers a new reason to choose body wash, with the ultimate ambition of growing the category, bringing in first time users, and encouraging repeat purchases.
The brand enters a growing bath and shower market in India, which grew four percent in value in 2025 to reach retail sales of thirty five thousand three hundred and seventy crore rupees. With research indicating that sixty five percent of Indians were not using body wash in 2024, the brand aims to leverage its unique combination of skin benefits and fragrance to attract new consumers into the format while giving existing users a reason to switch.
News Edit KV Raman
