Emami Limited Acquires Stake in Axiom Ayurveda

FMCG leader Emami Limited has entered into a definitive agreement to purchase the remaining 73.5% share in Axiom Ayurveda Pvt Ltd for a total amount that may reach Rs 200 crore, as disclosed by the National Stock Exchange. The Kolkata-based firm previously owned approximately 26.5% of Axiom and has now acquired an additional 36.7% in the initial phase, raising its ownership to over 63%. The remainder of the stake will be acquired in stages over the upcoming three months, contingent on obtaining regulatory approvals and meeting standard closing conditions.

Established in 1995, Axiom operates within the health and wellness sector, offering brands such as AloFrut, Jeevan Ras, and Mukti Gold. Its leading brand, AloFrut, features a fruit beverage made from aloe vera pulp and has gained strong traction in both general trade and institutional channels.

Axiom has reported a turnover of about Rs 107 crore in FY25 and is projected to grow to approximately Rs 180 crore in FY26, bolstered by Emami’s robust distribution network and brand enhancement initiatives.

This strategic move aligns with a growing trend among FMCG firms that are diversifying beyond their traditional personal care ranges into food and beverage sectors to discover new growth opportunities. Recently, multiple FMCG companies have engaged in acquisitions within the ayurveda and natural products arena. Notable examples include Dabur’s support for RAS Luxury Oils, Reliance Retail’s investment in Pahadi Local, and Estée Lauder’s acquisition of Forest Essentials.

Following the acquisition, Axiom will be managed by Harkirat Bedi, the former Vice President and Business Head at Dabur Nepal, who will take on the role of CEO, as Emami aims to boost growth in this segment.

With this acquisition, Emami is positioning itself alongside its competitors in the rapidly expanding health and wellness beverage sector, utilising acquisitions to enhance its footprint in emerging consumption categories. This move is timely as the ayurveda and natural products market in India is valued between $10–12 billion and is projected to grow at an annual rate of 15–20%, surpassing traditional FMCG sectors. As several regional brands scale up to values of Rs 100–500 crore, larger FMCG entities are increasingly targeting such startups to engage with the swiftly growing health and wellness market.