MUMBAI: Domestic FMCG major Emami on Thursday announced its entry into the health juice sector by acquiring 26% stake in Axiom Ayurveda, which sells various beverages under the brand name ‘Arofruit’.
The size of the transaction was not disclosed.
“We are pleased to announce our partnership with Axiom Ayurveda through a strategic investment in equity. This will bring ‘AloFrut’ into the juice category. With health and wellness becoming the buzzword for consumers today, we see huge potential in this sector,” Harsha V Agarwal, Vice Chairman and Managing Director, Emami Ltd., said in a statement. Stated.
Axiom Ayurveda claims that Arofruit juice is rich in vitamins, minerals and essential amino acids and is available in multiple flavors. The company sells a range of carbonated drinks, including mocktails and energy drinks, as well as Ayurvedic healthcare juices under the brand Jeevan Ras.
Axiom Ayurveda has a manufacturing facility in Ambala, Haryana, and is building a new state-of-the-art facility in Jammu at great expense. INR16 billion. AloFrut has a strong market presence across general trade, government, modern trade, and e-commerce platforms.
Emami’s entry into the juice segment will put it in competition with the likes of Dabur and PepsiCo India.
“The AloFrut product offering is very unique; these beverages are based on the aloe pulp found in fruit juices and offer the perfect combination of taste and health. We are excited to be joining this category, which aligns with our corporate growth strategy to invest in categories and brands that not only exist but also offer growth potential. We are committed to adding meaningful value to brands. I am looking forward to it,” Agarwal said.
“We strongly believe in the potential that our brand has to offer. We are delighted to have Emami as a strategic partner with extensive industry experience who shares our vision of making Arofruit a leading brand. We are very happy about this,” said Rishabh Gupta, Founder, Axiom Ayurveda Private Limited.
Last year, Emami acquired talcum powder brand Dermicool from Reckitt in order to comprehensively consider: INR432 million excluding taxes and duties.
Today, Emami’s stock price is INR515 pieces per piece in BSE.
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