Emami buys 60% of IncNut Digital, parent of Vedix and SkinKraft, for Rs 321 Cr

Emami has signed a definitive agreement to acquire a 60% stake in Hyderabad-based IncNut Digital, owner of personalised D2C beauty brands Vedix and SkinKraft, for Rs 321 crore. The balance stake will be picked up in performance-linked tranches over 4.5 years, deepening Emami's D2C play alongside The Man Company and Brillare.

— FiledThu, 14 May, 2026, 02:59 IST·First seen Thu, 14 May, 2026, 01:25 IST·Source Entrackr

What happened

Emami signed a definitive agreement to acquire 60% of IncNut Digital, parent of D2C personalised beauty brands Vedix and SkinKraft, for Rs 321 crore, with the

Key facts

  • 60% stake
  • Rs 321 crore
  • 24-month adjustment period
  • 4.5 years for remaining stake
  • founded 2011

Why this matters

Emami is quietly building a D2C portfolio play (The Man Company, Brillare, now Vedix/SkinKraft) via staged majority deals, signalling a replicable template for legacy FMCG acquirers targeting digital-native brands.