Created with Advay Jhunjhunwala and Think9, the new omnichannel brand launches with five personality-led shower gels combining fragrance, skin benefits and different consumer archetypes. Ranbir Kapoor has entered India’s FMCG market as the Founder of Flux Theory, a new shower and personal-care brand developed with entrepreneur Advay Jhunjhunwala and venture-building platform Think9.
Launched in Mumbai, Flux Theory is built around the idea that people move through different moods, roles and versions of themselves every day. The brand brings that thought into the shower category through the proposition “Who do you want to be today?”, positioning the shower as more than a functional part of the daily routine. Kapoor has been involved in shaping the brand from its development stage, including its proposition, product experience, creative direction and visual identity.
The launch collection comprises five shower gels, each built around a distinct personality: The Sage, The Sport, The Lover, The Dreamer and The Rebel. Each variant combines a fragrance profile with a specific skin benefit, allowing consumers to choose based on both their preferences and the mood or persona they want to embrace. The range spans benefits including deep cleansing, exfoliation, hydration, detan and glow, with fragrance notes such as bergamot, mint, santal, leather and oud.
“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.
Targeting a wider body-wash audience
Flux Theory is entering a bath and shower market that continues to expand in India. According to Euromonitor International, the country’s bath and shower market grew 4% in value in 2025, reaching ₹35,370 crore in retail sales. Mintel’s India shower-products research also found that 65% of Indians were not using body wash in 2024, pointing to an opportunity for brands to bring more consumers into the category. Flux Theory is positioning its proposition around the combination of skin benefits, fragrance and personality, rather than relying on functional benefits alone. The brand aims to attract consumers who are yet to adopt body wash while giving existing users a reason to explore a different proposition.
Advay Jhunjhunwala, Co-founder, Flux Theory, said, “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.”
An omnichannel launch
Flux Theory is launching across both digital and physical retail, with the brand focused on building repeat purchase and becoming part of consumers’ everyday routines. The first collection is available through the Flux Theory website, Amazon, Flipkart, Myntra, Tira, Zepto and Instamart. The brand plans to expand its product portfolio and retail footprint across shower and personal-care categories as it builds out the business beyond its initial five-product range.
