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Emami enters juice market with 'AloFrut' through strategic stake in Axiom Ayurveda

Sep 28, 2023

By: BlinkX Research Team

Emami Limited, a renowned player in the personal care and healthcare sectors in India, is diversifying into the juice category with its brand 'AloFrut' through a strategic investment in Axiom Ayurveda Pvt Ltd (“Axiom”) and its subsidiaries/associates. 

Emami has acquired a 26% equity stake in Axiom for an undisclosed amount. 'AloFrut' offers a unique blend of aloe vera pulp and fruit flavors, combining health benefits with refreshing taste. 

Axiom Ayurveda also has a range of carbonated beverages, mocktails, and energy drinks in addition to its presence in the Ayurvedic healthcare juice segment under the 'Jeevan Ras' brand. The company operates manufacturing facilities in Ambala, Haryana, and is investing in a modern facility in Jammu (Kathua) worth Rs. 160 crores. 'AloFrut' has a strong presence in General Trade, Government Institutions, Modern Trade, and E-Commerce platforms.

Mr. Rishabh Gupta, Founder, Axiom Ayurveda Pvt Ltd, emphasized the growing consumer preference for healthier beverage options that prioritize both taste and health. He expressed enthusiasm about Emami's partnership and shared the vision of making 'AloFrut' a leading brand.