Emami Grabs Full Stake in Axiom Ayurveda After Shares Hit 52-Week Low
Emami Ltd shares plunged to a 52-week low of Rs 385.5 during Thursday's trading session before recovering to close 1.3% higher at Rs 398.5. The volatility aligned with the company's plan to acquire the remaining 73% stake in Axiom Ayurveda Pvt Ltd for up to Rs 200 crore, gaining complete control of the AloFrut beverage brand. This step propels Emami deeper into India's burgeoning health and wellness market, beyond its core personal care products.
Expansion into High-Growth Beverages
Emami first took a 27% stake in Axiom about two and a half years ago, gaining early exposure to functional beverages and natural health products. The full acquisition, set to close in phases over three months, accelerates Emami's shift toward multi-category FMCG operations. Vice Chairman and Managing Director Harsha Vardhan Agarwal described the strategy as targeting "emerging, high-opportunity categories" that match shifting consumer demands, with the prior investment providing key operational insights.
Axiom's Portfolio Powers Wellness Entry
Axiom Ayurveda, founded in 2019 by Rishabh Gupta and Alisha Gupta, offers beverages, health supplements, and personal care items at the nexus of nutrition and preventive health. Its flagship products include AloFrut aloe vera beverages, Axiom Jeevan Ras functional juices, and Mukti Gold wellness range. Steady revenue growth supports scalability:
| Financial Year | Turnover |
|---|---|
| FY24 | ₹107 crore |
| FY25 | ₹110 crore |
Emami's distribution network will drive faster expansion in urban and semi-urban areas, where functional drinks see frequent purchases and rapid innovation.
New Leadership and Portfolio Synergies
Axiom appointed Harkirat Bedi as CEO, drawing on his experience as Vice President and Business Head at Dabur Nepal. This hire blends founder innovation with professional execution to scale health beverages. Emami's lineup—Navratna, BoroPlus, Zandu Balm, Kesh King, and others—creates cross-selling opportunities through shared retail channels, marketing, and consumer data. Past moves, like full ownership of The Man Company in 2024 and investment in Fur Ball Story in 2022, fit this pattern of snapping up digitally native wellness brands.
FMCG Shift Toward Preventive Health
India's FMCG landscape demands adaptation to preferences for natural, plant-based items and health-focused drinks. Emami compresses growth timelines by acquiring established players like Axiom rather than starting anew. Large firms increasingly buy startups to tap unsaturated segments, positioning Emami as a comprehensive wellness provider amid rising demand for functional consumption.
