Emami Ltd Acquires 60% Stake in IncNut Digital

FMCG leader Emami Ltd has agreed to purchase a 60% ownership in IncNut Digital, the umbrella company for the customised beauty and wellness brands Vedix and SkinKraft, for Rs 321 crore. This transaction also includes performance-related adjustments that are set to occur over a span of 24 months. Emami plans to secure the remaining shares in two phases over the next four-and-a-half years, contingent upon future performance indicators.

About IncNut Digital

Founded in 2011, IncNut, located in Hyderabad, runs personalised beauty and wellness brands Vedix and SkinKraft via a direct-to-consumer model. Vedix provides tailor-made Ayurvedic haircare and wellness products, while SkinKraft centres around dermatology-driven personalised skincare and haircare options.

Strategic Importance of the Acquisition

Emami believes that this acquisition will enhance its foothold within the rapidly expanding personalised beauty and personal care market. The FMCG giant is already home to brands like The Man Company and Brillare, which cater to beauty and grooming.

Innovative Approach of IncNut

IncNut employs data-focused diagnostics, AI-driven evaluations, and personalized formulations to deliver bespoke beauty products. The company has established a robust subscription-based model with a high rate of repeat usage, highlighting its effectiveness in the personalised beauty landscape.