Emami forays into juice category by acquiring 26% stake in AloFrut's parent co Axiom Ayurveda

Emami announced its foray into the juice category with ‘AloFrut’ through strategic investment in Axiom Ayurveda (Axiom) and its subsidiaries/associates by acquiring a 26% equity stake for an undisclosed amount.   

Axiom markets beverage products under the brand “AloFrut”, which is a healthy fusion of aloe vera pulp and fruit blends.

Apart from AloFrut, the company has a range of carbonated beverages that include mocktails and energy drinks.  

It is also present in the Ayurvedic healthcare juice segment under the Jeevan Ras brand. 

Harsha V Agarwal, Vice-Chairman and MD, Emami, said, “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 & wellness being the buzzword for consumers today, we see tremendous potential in the segment. “AloFrut” product offering is unique as these beverages are based on Aloe pulp inclusion in fruit juice which provides a perfect mix of taste and health together. We are excited to be present in this category which is in line with our corporate growth strategy to invest in categories or brands that not only have synergy with our existing business but offer potential for growth.  We look forward to adding meaningful value to the brand.”

Rishabh Gupta, Founder, Axiom Ayurveda, said, “Nowadays consumers are moving away from the carbonated beverages and are looking for a healthier alternative with an equal importance to taste. Considering this trend where consumer is focussing on taste and health, we have tried to offer a perfect blend of the same which is a big differentiator from other beverage company offerings. We strongly believe in the potential that our brand has to offer.   It is exciting to have Emami come on board as a  strategic partner with wide industry experience who shares  our vision to make Alofrut a leader brand.”

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