Daybreak — At Fogg deodorant’s owner, KKR’s PE math clashes with family-business wisdom

SCOUT· 32%12m·2025-10-07·News Politics

At Fogg deodorant’s owner, KKR’s PE math clashes with family-business wisdom

Daybreak · 593

Founded by the Patel brothers, Vini Cosmetics built Fogg into the country’s top deodorant brand with its no-gas formula, and high-margin pitch. In 2021, global giant KKR swooped in with a $600 million deal, valuing Vini at $1.2 billion—the biggest private equity play in Indian FMCG. But the partnership never clicked.…

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At Fogg deodorant’s owner, KKR’s PE math clashes with family-business wisdom

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