Emami enters juice category with 'AloFrut' by acquiring stake in Axiom Ayurveda

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

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

AloFrut juices are available in multiple unique flavours. Apart from AloFrut, which constitutes the key business of the Axiom Ayurveda, the company has a unique range of carbonated beverages that includes mocktails and energy drinks. It is also present in Ayurvedic healthcare juice segment under the Jeevan Ras brand. The company has its own manufacturing facility in Ambala, Haryana and is setting up a fully automated state-of-the art modern new facility in Jammu (Kathua) at a cost Rs.160 cr. AloFrut has a strong market presence across General Trade, Government Institutions, Modern Trade & E-Commerce platforms.

Harsha V Agarwal, vice chairman & 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 very 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 add meaningful value to the brand.”

Commenting on the development, Rishabh Gupta, founder, Axiom Ayurveda said, “Now-a-days 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.”