Prime Highlights
- Emami acquired a 59.69% stake in IncNut Digital.
- The deal strengthens Emami’s digital beauty portfolio.
Key Facts
- IncNut owns Vedix and SkinKraft brands.
- The acquisition values IncNut at about ₹535 crore.
Background
Emami Ltd. has completed the acquisition of a controlling stake in IncNut Digital, the parent company of beauty and wellness brands Vedix and SkinKraft. The move strengthens the FMCG company’s presence in the fast-growing digital-first beauty segment and expands its portfolio of personalised consumer brands.
The Kolkata-based company acquired a 59.69% stake in IncNut Digital and said it will purchase the remaining shares in phases according to the agreement announced in May. Once completed, IncNut will become a wholly owned subsidiary of Emami.
The acquisition follows Emami’s decision to buy a 60% stake in the Hyderabad-based company for ₹321 crore through an all-cash transaction. The deal values IncNut at approximately ₹535 crore and represents one of Emami’s largest investments in the direct-to-consumer beauty and wellness market.
IncNut operates Vedix and SkinKraft, brands known for personalised skincare and haircare products. While Vedix benefits from its expertise in the field of ayurveda, along with customer profiling for delivering customized products, Skinkraft specializes in dermatologically tested skincare solutions.
The purchase will allow Emami to cater to more customers who seek personalized and technologically advanced beauty products. It should be noted at this point that, according to the experts in the field, there is an increased demand for top-class wellness services and customized skin care options from young customers.
The move also fits into Emami’s strategy of diversifying its portfolio. Over the last few years, Emami has been expanding its portfolio by investing in new beauty and wellness-focused brands.
As can be seen, the above acquisition aligns with a common trend within the consumer goods industry, whereby well-established players are increasingly taking stakes in newer brands built with digital-first philosophies.
IncNut generated a revenue of ₹175.1 crore in FY25, against ₹196.5 crore in FY24 and ₹231.9 crore in FY23.
