Emami, the renowned FMCG firm headquartered in Kolkata, has made a significant move into the health juice category by acquiring a strategic 26% stake in Axiom Ayurveda, the creators of ‘AloFrut’. While the exact financial details of the transaction remain undisclosed, this venture promises to reshape Emami’s product portfolio.
In an official announcement via an exchange filing, Emami confirmed that it has finalized agreements to secure a 26% shareholding in Axiom Ayurveda, based on a fully diluted basis. Axiom Ayurveda is best known for its flagship product, AloFrut juices, which combine the goodness of aloe vera pulp with various fruit blends, resulting in a diverse range of flavors. Additionally, Axiom Ayurveda boasts other product lines within the beverage and personal care sectors, collectively contributing 15-20% to their business.
Harsha V Agarwal, the Vice Chairman and Managing Director of Emami, expressed enthusiasm about this strategic investment in Axiom Ayurveda. He emphasized that this move marks Emami’s entry into the flourishing juice category with the innovative ‘AloFrut’. He believes that this venture aligns perfectly with the current consumer trend of prioritizing health and wellness.
“In today’s market, health and wellness are paramount for consumers, and we recognize the immense potential within this segment,” said Agarwal. He also noted that Emami’s decision is consistent with its corporate growth strategy, which seeks to invest in categories or brands that not only complement its existing business but also hold substantial growth prospects. “We eagerly anticipate contributing substantial value to the AloFrut brand,” he added.
Emami Group, a Kolkata-based Indian multinational conglomerate, operates under the brand name Himani. With seven manufacturing facilities in India and one international unit, the company specializes in serving various niche segments within the personal care and healthcare industries.
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