This is incorrect interpretation. Acquiring brands at 4x sales is rather common. For example recently Zydus wellness acquired some constituents of Heinz portfolio at 4x sales (link). When Abbott acquired Piramal’s OTC division (which has similar characteristics as FMCG), it was done at 9x sales (link). HUL’s acquisition of Vwash from Glenmark would likely be at similar levels (although details are not yet out). Acquiring brands is an expensive proposition as creating brands require lots of time and money.
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