Emami acquires Axiom Ayurveda to enter $3.7B functional beverages category
Emami buys AloFrut maker Axiom Ayurveda to crack the $3.7-6.5B functional beverages space, targeting Rs 400-500 crore revenue in 4-5 years from a Rs 107 crore FY25 base. Ex-Dabur executive Harkirat Bedi installed as Axiom CEO to take on Dabur Real, Tropicana and Paper Boat.
What happened
Emami acquires Axiom Ayurveda (AloFrut) to enter the $3.7-6.5B functional beverages category, targeting Rs 400-500 crore in 4-5 years. Appoints former Dabur
Key facts
- Rs 120 crore FY24 revenue
- Rs 107 crore FY25 revenue
- Rs 400-500 crore target in 4-5 years
- $3.7-6.5 billion category size
- 11% growth rate
Why this matters
This deal validates Ayurveda-positioned functional beverage assets as strategic targets for FMCG majors, tightening the window for competing acquirers to lock in remaining independent players like Paper Boat or regional juice brands.