Emami Limited has acquired a 26 percent equity stake in Axiom Ayurveda Pvt Ltd, enhancing its market presence in the FMCG sector and entering the healthy juice category with AloFrut.

Target Information

Emami Limited, a notable name in India's Fast-Moving Consumer Goods (FMCG) sector, has made a strategic advancement by acquiring a 26 percent equity stake in Axiom Ayurveda Pvt Ltd, the manufacturer behind the award-winning beverage brand AloFrut. This acquisition not only marks Emami's entry into the healthy juice category but also reinforces its growing presence in the FMCG space, where it has long been a leader in personal care and healthcare products.

Axiom Ayurveda has successfully carved a niche in the beverage market, especially with its AloFrut drinks, which are well-received across various channels including general trade, government institutions, modern retail, and e-commerce platforms. This strong market establishment positions AloFrut as a competitor against established brands such as Dabur’s Real, Coca-Cola’s Minute Maid, PepsiCo’s Tropicana, and ITC’s B Natural.

Industry Overview in India

The FMCG industry in India is one of the largest and fastest-growing markets in the world, driven by increasing disposable incomes, urbanization, and a growing population. In recent years, the sector has witnesse