Emami jumps on acquiring 26% stake in Axiom

Axiom markets beverage products under the brand ?AloFrut?. AloFrut juices are the most refreshing and healthy fusion of aloevera pulp and fruit blends. Axiom has its own manufacturing facility in Ambala, Haryana and is setting up a fully automated new facility in Jammu (Kathua) at a cost Rs 160 crore. AloFrut has a strong market presence across General Trade, Government Institutions, Modern Trade & E-Commerce platforms.

Apart from AloFrut, which constitutes the key business of the Axiom Ayurveda, the company has a unique range of carbonated beverages that includes mocktails and energy drinks.

Harsha V Agarwal, vice chairman & managing director, 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. 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 add meaningful value to the brand.?

Rishabh Gupta, Founder, Axiom Ayurveda, said, ?Now-adays consumers are moving away from the carbonated beverages and are looking for a healthier alternative with an equal importance to taste. Considering this 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 company offerings. We strongly believe in the potential that our brand has to offer. It is exciting to have Emami come on board as a strategic partner with wide industry experience who shares our vision to make Alofrut a leader brand.?

Emami is one of India's leading FMCG Companies engaged in manufacturing & marketing of personal care & healthcare products. Its portfolio includes brands like Navratna, BoroPlus, Fair & Handsome, Zandu Balm & Mentho Plus. In 2015, the Company acquired the business of 'Kesh King' and forayed into the Ayurvedic hair & scalp care segment. In, 2019, the company acquired Creme 21, a German brand with strong roots & brand recall.

The company's consolidated net profit jumped 59.4% to Rs 144.43 crore on 6.77% increase in net sales to Rs 825.66 crore in Q1 FY24 over Q1 FY23.

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