Emami Ltd shares hit a 52-week low of Rs 385.5 during Thursday's trading before closing 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 beverages amid India's rising demand for wellness products.
Strategic Shift into High-Growth Beverages
Emami first took a 27 percent stake in Axiom two and a half years ago, gaining early exposure to functional drinks and natural health items. Now, full acquisition over the next three months expands beyond personal care into food and beverages, categories with frequent consumption and urban appeal. Vice Chairman Harsha Vardhan Agarwal described this as targeting emerging opportunities that match consumer shifts toward wellness.
Axiom's Portfolio and Financial Track Record
Founded in 2019 by Rishabh Gupta and Alisha Gupta, Axiom offers aloe vera-based AloFrut beverages, functional juices under Axiom Jeevan Ras, and beauty products like Mukti Gold. These span nutrition, preventive health, and natural beauty, areas with strong demand. Revenue grew steadily from Rs 107 crore in FY24 to Rs 110 crore in FY25, providing a stable base for Emami's scaling.
- AloFrut: Flavored aloe vera drinks for health-focused buyers
- Axiom Jeevan Ras: Health juices
- Mukti Gold: Wellness and beauty range
Leadership Boost and Portfolio Synergies
Axiom appointed Harkirat Bedi as CEO, drawing from his role as Vice President at Dabur Nepal to professionalize operations and drive expansion. This pairs founder innovation with corporate expertise. Emami's network of over 550 products, including Navratna, BoroPlus, and Zandu Balm, enables cross-distribution, brand bundling, and shared insights, positioning the company as a wellness ecosystem player.
FMCG Evolution and Market Trends
Past deals like full ownership of The Man Company in 2024 and investment in Fur Ball Story in 2022 show Emami's pattern of buying digitally native wellness brands. Large FMCG firms now acquire startups to enter plant-based and functional segments quickly, avoiding build-from-scratch risks. This acquisition aligns with consumer preferences for natural products and preventive health, compressing Emami's path to new growth.
