Emami and IncNut Digital representatives shake hands after the acquisition deal.
Emami Limited, a prominent Fast-Moving Consumer Goods (FMCG) company, has announced its strategic move to acquire a 60 percent stake in IncNut Digital, the parent company behind popular beauty brands Vedix and SkinKraft. The deal, valued at Rs 321 crore, is set to significantly bolster Emami’s presence in the rapidly expanding personalized beauty and personal care market in India.
This acquisition underscores Emami’s strategy to tap into the direct-to-consumer (D2C) segment and leverage IncNut Digital’s expertise in personalized product offerings. IncNut Digital has established a strong foothold with its data-driven approach to developing customized skincare and haircare solutions through its brands Vedix and SkinKraft.
The partnership aims to accelerate innovation within IncNut’s product development pipeline and expand the reach of its brands through Emami’s extensive distribution network. Emami has also secured the rights to acquire the remaining stake in IncNut Digital over the next four and a half years, signaling a long-term commitment to the venture.
The transaction is expected to strengthen Emami’s portfolio by integrating digital-first, personalized brands into its established consumer goods business, positioning the company for continued growth in a dynamic market landscape.
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