Emami Limited has signed a definitive agreement to acquire the remaining 73.5% stake in Axiom Ayurveda Pvt Ltd for a total consideration of up to Rs 200 crore, according to the disclosure sourced from the National Stock Exchange.
The Kolkata-based company, which already held around 26.5% stake in Axiom, has acquired an additional 36.7% in the first tranche, taking its holding to over 63%. The remaining stake will be acquired in phases over the next three months, subject to regulatory approvals and customary closing conditions.
Founded in 1995, Axiom operates across health and wellness categories with brands such as AloFrut, Jeevan Ras, and Mukti Gold. Its flagship brand, AloFrut, an aloe vera pulp-based fruit beverage that has built a strong presence across general trade and institutional channels.
Axiom reported a turnover of around Rs 107 crore in FY25 and is expected to scale up to approximately Rs 180 crore in FY26, led by Emami’s distribution strength and brand-building capabilities.
The move also reflects a trend among FMCG players diversifying beyond core personal care portfolios into food and beverage categories to tap new growth levers.
Recently, several FMCG companies have also struck deals in the ayurveda and natural products space. These include Dabur backing RAS Luxury Oils, Reliance Retail investing in Pahadi Local, and Estée Lauder acquiring Forest Essentials.
Post-acquisition, Axiom will be led by Harkirat Bedi, former Vice President and Business Head at Dabur Nepal, as CEO, as Emami looks to accelerate growth in the segment.
With this deal, Emami joins peers in doubling down on the fast-expanding health and wellness beverage market, leveraging acquisitions to build presence in emerging consumption categories.
The move comes as Ayurveda and natural products are estimated at $10–12 billion in India, and continue to grow at 15–20% annually, outpacing traditional FMCG categories. With several regional brands scaling to Rs 100–500 crore, large FMCG firms are increasingly acquiring such startups to tap into the fast-growing health and wellness segment.
