Emami Acquires 100% Stake in Axiom Ayurveda to Enter Beverage Segment

Emami has acquired the remaining 73% stake in Axiom Ayurveda, parent company of flavored drink brand Alofrut, for up to ₹200 crore, taking its total ownership to 100%. The FMCG firm had previously held a 27% stake and plans to complete the acquisition in a phased manner over three months. This move marks Emami’s formal entry into the fast-growing food and beverage sector, aligning with its strategy to expand into high-growth, health-focused consumer categories. Alofrut, Axiom’s flagship brand, contributes about 80% of revenue, with the rest coming from other beverages and personal care products. Founded in 2019 by Rishabh and Alistheha Gupta, Axiom reported revenues of ₹110 crore in FY25 and is projected to reach ₹180 crore in FY26. The company is profitable, strengthening Emami’s rationale for full integration. To lead the business, Emami has appointed Harkirat Bedi, former VP & Business Head at Dabur Nepal, as CEO of Axiom Ayurveda. The acquisition follows Emami’s earlier investments in The Man Company, Fur Ball Story, and Tru Native, reflecting an aggressive growth-by-acquisition strategy focused on innovation, wellness, and evolving consumer preferences. With this deal, Emami diversifies beyond its core beauty and personal care portfolio, positioning itself across new lifestyle verticals.