Emami Limited, a prominent player in the Fast-Moving Consumer Goods (FMCG) sector and a leading personal care and healthcare company in India, has taken a significant step in expanding its business horizons. The company has recently acquired a 26 percent equity stake in Axiom Ayurveda Pvt Ltd and announced its entry into the healthy juice category with the acquisition of ‘AloFrut.’ Axiom Ayurveda is the renowned manufacturer of beverage products under the brand AloFrut.
This strategic move is expected to bolster Emami Limited’s market presence in FMCG space even further. AloFrut has already established a robust foothold in various market segments, including general trade, government institutions, modern trade, and e-commerce platforms.
The acquisition of 26 percent equity stake in Axiom Ayurveda will be carried out through a combination of primary infusion and secondary buyouts, representing a portion of the paid-up share capital. Alofrut is in the space competing with Dabur’s Real, Coca Cola Minute Maid, PepsiCo’s Tropicana and ITC’s B Natural.
The founders of Axiom Ayurveda, Rishabh Gupta and Alisha Gupta, have been instrumental in shaping the company’s journey to success.
FundTQ acted as an exclusive advisor to this Strategic Transaction.
Commenting on this strategic move, Aanchal Malhotra, Growth Partner at FundTQ said “Emami’s move to acquire a stake in Axiom Ayurveda is not just a transaction; it’s a strategic investment that positions the company for a bright and sustainable future. By capitalizing on the synergies generated through this acquisition, Emami is poised to make a significant impact in the health and wellness space, while simultaneously strengthening its foothold in the FMCG sector. This bold move reflects Emami’s vision and commitment to innovation, growth, and catering to the evolving preferences of consumers. The FMCG industry, along with consumers, will be closely watching the evolution of this partnership, as it has the potential to reshape the landscape of health-conscious products in India and beyond.”
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