Emami Limited acquires majority stake in Vedix and SkinKraft , Strengthening play in personalised BPC segment.

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AI summary

Emami Limited has agreed to acquire a 60% stake in IncNut Digital Pvt. Ltd., which owns personalised beauty brands Vedix and SkinKraft. The transaction is valued at Rs.321 crore with performance-linked adjustments over 24 months. Emami plans to acquire the remaining stake within 4.5 years based on future performance metrics. Vedix uses Ayurvedic principles with data analytics for personalised haircare, while SkinKraft follows a dermatology-led approach for skincare. This acquisition complements Emami's existing BPC portfolio including The Man Company and Brillare.

Likely market impact

This acquisition strengthens Emami's position in the high-growth personalised beauty and personal care segment, aligning with shifting consumer preferences toward customisation. It adds D2C capabilities and data-driven personalisation technology to Emami's portfolio, positioning the company for long-term growth in this evolving category.