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Emami to acquire Axiom Ayurveda in Rs 200 Cr deal

EntrackrEntrackr · 2d ago
Emami to acquire Axiom Ayurveda in Rs 200 Cr deal
Medial

Emami to acquire Axiom Ayurveda in Rs 200 Cr deal FMCG major Emami Limited has signed a definitive agreement to acquire the remaining 73.5% stake in Axiom Ayurveda Pvt Ltd for a total consideration of up to Rs 200 crore, according to the disclosure sourced from the National Stock Exchange. The Kolkata-based company, which already held around 26.5% stake in Axiom, has acquired an additional 36.7% in the first tranche, taking its holding to over 63%. The remaining stake will be acquired in phases over the next three months, subject to regulatory approvals and customary closing conditions. Founded in 1995, Axiom operates across health and wellness categories with brands such as AloFrut, Jeevan Ras, and Mukti Gold. Its flagship brand, AloFrut, is an aloe vera pulp-based fruit beverage that has built a strong presence across general trade and institutional channels. Axiom reported a turnover of around Rs 107 crore in FY25 and is expected to scale up to approximately Rs 180 crore in FY26, led by Emami’s distribution strength and brand-building capabilities. Post-acquisition, Axiom will be led by Harkirat Bedi, former Vice President and Business Head at Dabur Nepal, as CEO, as Emami looks to accelerate growth in the segment. This move reflects a trend among FMCG players diversifying beyond core personal care portfolios into food and beverage categories to tap new growth levers. Recently, several FMCG companies have also struck deals in the ayurveda and natural products space.

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The Ayurveda Experience spends Rs 248 Cr on advertising for Rs 440 Cr revenue in FY25

EntrackrEntrackr · 4m ago
The Ayurveda Experience spends Rs 248 Cr on advertising for Rs 440 Cr revenue in FY25
Medial

The Ayurveda Experience spends Rs 248 Cr on advertising for Rs 440 Cr revenue in FY25 The Ayurveda Experience, a D2C brand focused on Ayurvedic beauty and wellness products, continued its growth trajectory in FY25 with a decent rise in revenue, though the company remained in the red due to high advertising and fulfillment costs. The company’s operating revenue grew 23% to Rs 440 crore in FY25 from Rs 358 crore in FY24, according to its financial statements sourced from the Registrar of Companies (RoC). The sale of products across its own platform and international marketplaces is the sole source of revenue for Ayurveda Experience. It also added Rs 8 crore from interest income, tallying the total revenue to Rs 448 crore during the fiscal year, up from Rs 361 crore in FY24. On the cost side, advertising and promotional expenses continued to dominate its cost structure, forming over 52% of total expenses, which rose 24% to Rs 248 crore during FY25. Order fulfilment costs grew 30% to Rs 78 crore, while employee benefit expenses rose 37% to Rs 56 crore. The cost of materials inched up marginally by 3% to Rs 37 crore. Overall, the firm’s total expenditure increased 23% to Rs 476 crore in FY25 from Rs 386 crore in FY24. The company’s expenses outpaced revenue growth, which resulted in the company’s losses increasing by 12% to Rs 28 crore in FY 25 from Rs 25 crore in FY24. Its ROCE and EBITDA margin stood at -22.09% and -7.50% respectively. On a unit basis, The Ayurveda Experience spent Rs 1.08 to earn a rupee of operating revenue in FY25, similar to the previous year. The company’s current assets stood at Rs 164 crore, including cash and bank balances of Rs 57 crore at the end of March 2025. According to startup data intelligence platform TheKredible, The Ayurveda Experience has raised a total of $41 million in funding to date, with Fireside Ventures and Anicut Capital as its lead investors. The company’s founder, Rishabh Chopra, owns 27.45% of the company. The company seems well placed to turn a profit by FY27, even as it has to contend with an increasingly cluttered market linked to the ayurveda and wellness movement taking root in relevant pockets of India and international markets. The high promotional expenses are a red flag, considering the case for significant word of mouth or brand recall in a category like ayurveda, where product usage is a clear statement of lifestyle choices and ‘against’ say other ‘chemical’ options available. Assuming a similar growth trajectory, the Rs 500 crore mark should be crossed in FY 26, a key milestone that will be a magnet for firms interested in acquiring businesses in the sector. Thus, investors in the Ayurveda experience will still have hopes that a profitable exit is not as unlikely, or as long a wait away as it might have seemed a couple of years ago.

Exclusive: Emami set to acquire 100% stake in The Man Company

EntrackrEntrackr · 1y ago
Exclusive: Emami set to acquire 100% stake in The Man Company
Medial

Fast moving consumer goods company Emami is set to acquire 100% stake in men’s grooming brand The Man company, two sources familiar with details told Entrackr. While the group has backed several companies in the direct to consumer segment, this would be the first complete acquisition by the group in the D2C space. “The acquisition was inevitable and a matter of time as Emami already has a controlling stake in The Man Company,” said one of the sources requesting anonymity. “The deal will be worth around Rs 400 crore.” Emami already owned a little over 50% in The Man Company as of July 2022. According to startup data intelligence platform TheKredible, co-founders Hitesh Dhingra, Parvesh Bareja, and Bhisam Bhateja collectively own around 35% of the company. Emami acquired a 33.09% stake in The Man Company across two tranches which materialized in December 2017 and February 2019. “The discussions are in the final stages, and if nothing goes wrong at the last moment, the transaction will be completed in a few weeks from now,” said the source quoted above. Queries sent to Emami and The Man Company didn’t elicit any immediate response. We will carry their comments in case they do. For the fiscal year ending March 2024, The Man Company posted a revenue of Rs 185 crore. As per the firm, 70% of its revenues came from e-commerce channels, including major marketplaces and its website. It claimed EBITDA level profitability with Rs 14 crore in FY24. It’s worth highlighting that the firm has raised only Rs 75 crore ($9 million) to date. The Gurugram-based firm majorly competes with Beardo which was acquired by Marico in July 2020 in around Rs 350 crore. Beardo is yet to disclose its FY24 numbers but it did more than Rs 100 crore revenue in FY23. Its other peer Ustraa also posted similar revenue in FY23.

The Ayurveda Co posts Rs 60 Cr revenue in FY24, loss soars 3X

EntrackrEntrackr · 1y ago
The Ayurveda Co posts Rs 60 Cr revenue in FY24, loss soars 3X
Medial

The Ayurveda Co, a D2C consumer brand, recorded a 66% year-on-year growth in its scale during the last fiscal year ended in March 2024. However, the losses for the Sixth Sense Venture-backed firm surged over three-fold in the same period. The Ayurveda Co’s revenue from operations increased by 66% to Rs 59.6 crore in FY24 from Rs 36 crore in FY23, shows its financial statement sourced from the Registrar of Companies (RoC). The Ayurveda Co offers ayurvedic beauty and personal care products, including hair care, skincare, makeup, and wellness items. The firm's revenue is generated exclusively from the sale of these products. The Ayurveda Co earned an additional Rs 2.4 crore from interest income, which increased its total revenue to Rs 62 crore in FY24. On the expense side, the cost of materials was its largest cost center which jumped 2.4X to Rs 28.6 crore from Rs 12 crore in FY23. Its advertising and employee benefits grew by 73.3% and 80.2% to Rs 26 crore and Rs 15.5 crore, respectively, in the last fiscal year. Manpower and recruitment expenses surged to Rs 11.3 crore. In the end, the company’s total expenses increased 97% to Rs 109.5 crore in FY24 from Rs 55.6 crore in FY23. The sharp increase in expenditures resulted in a 3.2X spike in losses to Rs 68 crore in FY24, compared to a Rs 21 crore loss in FY23. Its ROCE and EBITDA margin stood at -700% and -100.65%, respectively. On a unit level, the company spent Rs 1.84 to earn a single rupee. At the end of FY24, the Gurugram-based company reported current assets worth Rs 45 crore, including cash and bank balances worth an alarming Rs 52 lakh. The Ayurveda Co has secured approximately $16 million in funding to date, including its Rs 100 crore Series A round led by Sixth Sense Ventures in 2023. The company competes with brands like Ayurveda Experience, which reported Rs 250 crore in revenue for FY23, along with Wow Skin, Sugar, and others. The sharp rise in costs is a little surprising, even in a year just after the firm raised significant funding, as we have seen earlier. One hopes FY25 will bring not just a moderation in costs but also a disproportionate rise in topline, considering the significant funding it seems to have raised. In a fiercely competitive market with valuations sagging for all but the most profitable firms, The Ayurveda Co’s numbers are more than a little underwhelming to be honest. The firm’s only argument from here on will have to be a strong performance in FY25.

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