Emami buys 26% stake in ayurveda companies

KOLKATA: FMCG major Emami, one of the leading personal care and healthcare companies in India, is foraying into the fruit juice category through 6% stake acquisition in Axiom Ayurveda. It is learnt that over Rs 100-crore acquisition values the ayurveda company at nearly Rs 400 crore. Axiom markets beverage products under the brand "AloFrut".

Axiom Ayurveda has its manufacturing facility in Ambala, Haryana and is setting up a fully-automated state-of-the art modern facility in Jammu (Kathua) at a cost of Rs 160 crore. Harsha V Agarwal, vice chairman & MD of Emami, said, "We are delighted to announce our partnership with Axiom Ayurveda through a strategic investment in equity. This marks our entry into the juice category with 'AloFrut'." With health & wellness being the buzzword for consumers today, we see tremendous potential in the segment. 'AloFrut' product offering is very unique as these beverages are based on Aloe pulp inclusion in fruit juice which provides a perfect mix of taste and health together."