Emami Ventures into Juice Category with ‘AloFrut’ through Stake Acquisition in Axiom Ayurveda

Emami, a leading Indian consumer goods company, has entered the juice category by acquiring a 26% equity stake in Axiom Ayurveda and its subsidiaries/associates. The financial details of the deal remain undisclosed. Axiom Ayurveda is recognized for its presence in the Ayurvedic healthcare juice segment, notably with the “Jeevan Ras” brand. The company also markets a range of beverage products under the well-known brand name “AloFrut.”

AloFrut juices are renowned for their diverse and unique flavors. While AloFrut forms a significant part of Axiom Ayurveda’s core business, the company extends its product offerings to include carbonated beverages, mocktails, and energy drinks. Moreover, it has a strong presence in the Ayurvedic healthcare juice segment through the “Jeevan Ras” brand. Axiom Ayurveda operates its own manufacturing facility in Ambala, Haryana, and is currently in the process of setting up a fully automated, state-of-the-art facility in Jammu (Kathua) with an investment of Rs. 160 crore. AloFrut has successfully established itself across various market channels, including General Trade, Government Institutions, Modern Trade, and E-Commerce platforms.

Mr. Harsha V Agarwal, Vice Chairman and Managing Director of Emami, expressed his excitement about the strategic partnership, stating, “We are delighted to announce our partnership with Axiom Ayurveda through a strategic investment in equity. This marks our entry into the juice category with ‘AloFrut.’ With health and wellness being the buzzword for consumers today, we see tremendous potential in the segment.” He further highlighted the uniqueness of AloFrut beverages, which incorporate Aloe pulp into fruit juice, offering a blend of taste and health. Agarwal added, We look forward to adding meaningful value to the brand.

Mr. Rishabh Gupta, Founder of Axiom Ayurveda, commented on the development, acknowledging the shifting consumer preference towards healthier alternatives with an emphasis on taste. We strongly believe in the potential that our brand has to offer. He expressed enthusiasm about Emami joining as a strategic partner and shared a vision to position AloFrut as a leading brand in the industry.

Emami’s foray into the juice category aligns with its corporate growth strategy of investing in categories or brands that complement its existing business while offering substantial growth potential. The move reflects Emami’s commitment to meeting evolving consumer demands for health-conscious and flavorful beverage options.