Emami Limited, a prominent player in the personal care and healthcare industry, revealed in a press release on Thursday that it has successfully secured a 26% equity stake in Axiom Ayurveda. This strategic move marks Emami’s entry into the juice category under its brand AloFrut.

The Fast-Moving Consumer Goods (FMCG) giant refrained from revealing the specific investment figure.

Harsha V Agarwal, Vice Chairman & MD, Emami said, “We are excited to be present in this category which is in line with our corporate growth strategy to invest in categories or brands that not only have synergy with our existing business but offer potential for growth. We look forward to adding meaningful value to the brand.”

Commenting on the development, Rishabh Gupta, Founder, Axiom Ayurveda said, “Considering the trend where consumer is focussing on taste and health, we have tried to offer a perfect blend of the same which is a big differentiator from other beverage companies’ offerings.

In addition to the AloFrut brand, Axiom offers a diverse selection of carbonated beverages, encompassing mocktails and energy drinks. Furthermore, the company has a presence in the Ayurvedic healthcare juice sector through its Jeevan Ras brand.

Regarding its manufacturing operations in Ambala, Haryana, the company disclosed its plans to establish a state-of-the-art, fully automated facility in Jammu (Kathua) with a total investment of INR 160 crore.

At present, AloFrut boasts a robust market presence encompassing general trade, government institutions, modern trade, and e-commerce platforms, as reported by the company.