Emami Ltd shares plunged to a 52-week low of Rs 385.5 during Thursday's trading but closed 1.3 percent higher at Rs 398.5. This volatility coincided with the company's announcement to acquire the remaining 73 percent stake in Axiom Ayurveda Pvt Ltd for up to Rs 200 crore, securing 100 percent ownership. The move marks Emami's push into health-focused beverages amid India's booming wellness market.
Expansion Beyond Personal Care Roots
Emami, long dominant in beauty and personal care with brands like Navratna, BoroPlus, and Zandu Balm, now targets food and beverages. The firm first took a 27 percent stake in Axiom two and a half years ago, gaining insights into functional drinks. This full acquisition, phased over three months, accelerates entry into a segment driven by daily consumption and urban demand for plant-based options.
Axiom's Wellness Portfolio Fuels Growth
Founded in 2019 by Rishabh Gupta and Alisha Gupta, Axiom offers aloe vera beverages under AloFrut, functional juices like Axiom Jeevan Ras, and beauty products such as Mukti Gold. Revenue climbed from Rs 107 crore in FY24 to Rs 110 crore in FY25, showing steady progress. Emami's distribution network promises faster scaling for these nutrition and preventive health items.
New Leadership Signals Aggressive Push
Axiom appointed Harkirat Bedi as CEO, drawing from his role as vice president at Dabur Nepal. This blends founder innovation with corporate execution to professionalize operations. Vice Chairman Harsha Vardhan Agarwal emphasized capturing high-opportunity categories, building on prior buys like The Man Company in 2024 and Fur Ball Story in 2022.
Wellness Shift Reshapes FMCG Landscape
Emami's 550-product lineup gains cross-selling chances through shared retail channels and marketing. Consumers favor natural, functional items, pressuring traditional players to diversify. By acquiring startups, Emami shortens market entry while tapping trends in preventive health and beverages, positioning itself as a wellness ecosystem leader.
