Emami to acquire 100% stake in Axiom Ayurveda, maker of Alofrut flavoured drink: Here are the details

Emami is set to increase its total ownership to 100% by purchasing the remaining 73% stake in Axiom Ayurveda, the parent company of flavored beverage brand Alofrut. The fast-moving consumer goods (FMCG) company already had a 27% stake in Axiom Ayurveda.

In an exchange filing on Thursday, Emami said it would acquire the remaining 73% stake in Axiom Ayurveda for an amount not to exceed . ₹200 crore. The FMCG giant also noted that the transaction is expected to be completed in phases over the next three months.

Over the last few years, Emami has aggressively pursued startup acquisitions. The company took ownership of male grooming startup The Man Company in 2024, and in 2022 it also acquired a stake in pet care brand Fur Ball Story.

Axiom’s rich portfolio

Apart from beverage products such as AloFrut, Axiom’s portfolio also includes health juices under the brand “Axiom Jeevan Ras” and beauty products under the brand “Mukti Gold”.

Emami Vice Chairman and MD Harsha Vardhan Agarwal said the company’s growth strategy is focused on building a presence in emerging, high opportunity categories that are aligned with changing consumer preferences, especially in the health and wellness space.

“Our partnership with Axiom over the last two and a half years has provided us with valuable insights and strengthened our conviction in this segment,” Vardhan said in an official statement.

Emami, whose main field of activity is in the beauty and personal care segment, is entering the food and beverage sector with this acquisition. “With the completion of the acquisition, we bring Axiom fully under Emami, marking our official entry into the fast-growing and massive beverage segment,” Vardhan said.

Axiom appoints new CEO

Separately, the company announced the appointment of Harkirat Bedi as Chief Executive Officer (CEO) of Axiom Ayurveda Pvt Ltd. Bedi previously served as Vice President and Chief Business Officer at Dabur Nepal.

“His appointment is expected to further strengthen the leadership team and accelerate the company’s growth in the health and wellness beverage segment,” the company said.

Axiom Ayurveda was founded in 2019 by Rishabh Gupta and Alisha Gupta. The Haryana-based company has reported consolidated turnover so far: ₹110 crore in FY25 and ₹107 crore in the previous year, according to an exchange filing.

Meanwhile, Emami’s portfolio includes 550 different products, including brands such as Navratna, BoroPlus, Fair & Handsome, Zandu Balm, Mentho Plus and Kesh King.