Emami Grabs Full Control of Axiom Ayurveda as Shares Hit Lows Then Recover
Emami Ltd shares plunged to a 52-week low of Rs 385.5 during Thursday's trading before closing 1.3 percent higher at Rs 398.5. The volatility coincided with the company's announcement to acquire the remaining 73 percent stake in Axiom Ayurveda Pvt Ltd for up to Rs 200 crore, securing 100 percent ownership. This move marks Emami's push into health beverages amid India's rising demand for wellness products.
Details of the Phased Acquisition
Emami already held a 27 percent stake in Axiom, acquired about two and a half years ago. The latest deal, set to complete in phases over the next three months, elevates Emami to full control of the AloFrut beverage brand and Axiom's other offerings. Regulatory disclosures confirm the transaction's value caps at Rs 200 crore, reflecting Emami's confidence in the venture's growth potential.
Expansion Beyond Personal Care
Emami has shifted from its roots in beauty and personal care—home to brands like Navratna, BoroPlus, and Zandu Balm—toward multi-category FMCG. Recent buys include full ownership of The Man Company in 2024 for male grooming and a stake in Fur Ball Story in 2022 for pet care. Vice Chairman Harsha Vardhan Agarwal described this as targeting emerging categories, with Axiom providing insights into functional beverages and natural health products.
Axiom's Portfolio and Financial Track Record
Founded in 2019 by Rishabh Gupta and Alisha Gupta, Axiom offers AloFrut aloe vera beverages, Axiom Jeevan Ras health juices, and Mukti Gold wellness items. The company spans nutrition, preventive health, and natural beauty. Turnover reached Rs 107 crore in FY24 and Rs 110 crore in FY25, indicating steady expansion ripe for Emami's distribution network.
Leadership Boost and Market Implications
Axiom appointed Harkirat Bedi as CEO, drawing from his role as Vice President at Dabur Nepal. This pairs founder innovation with professional management to scale operations. For Emami, synergies include cross-distribution of its 550-plus products and entry into high-frequency beverages, aligning with consumer shifts to plant-based, functional drinks in urban India.
