Emami Limited, a leading personal care and healthcare company in India, has announced its entry into the juice market with a strategic investment in Axiom Ayurveda Pvt Ltd. The company has acquired a 26% equity stake in Axiom for an undisclosed amount, marking its foray into the beverage sector.
This investment signifies Emami’s foray into the juice market through ‘AloFrut’, a brand under the Axiom umbrella. AloFrut juices are distinguished by their innovative blend of aloe vera pulp and fruit, offering consumers a combination of flavor and health benefits.
Axiom Ayurveda’s product line extends beyond juices to include carbonated beverages such as mocktails and energy drinks. The company also has a presence in the Ayurvedic healthcare juice segment with the Jeevan Ras brand. Axiom operates its own manufacturing facility in Ambala, Haryana, and is investing ₹160 crore in a new cutting-edge facility in Jammu (Kathua).
Emami’s Vice Chairman & MD, Mr Harsha V Agarwal, expressed enthusiasm about the collaboration with Axiom Ayurveda. He sees immense potential in the health & wellness sector and believes that AloFrut’s unique product proposition aligns well with Emami’s growth strategy.