Kolkata-headquartered Emami Limited has announced the acquisition of a 60% stake in IncNut Digital Pvt. Ltd. along with its subsidiaries and associates, according to company reports. The transaction is valued at ₹321 crore and includes performance-linked adjustments over a 24-month period. The Telangana-based IncNut Digital is the maker of personalised beauty brands Vedix and SkinCraft. As per ETManufacturing, the acquisition is on a fully diluted basis and represents a definitive agreement that enhances Emami's portfolio with personalised beauty solutions.
According to company statements, IncNut Digital reported net sales of ₹175.1 crore in FY25, down from ₹196.5 crore in FY24. The company plans to acquire the remaining 40% stake within the next 4.5 years in two tranches from the current closing at a consideration to be determined based on future performances. This acquisition aligns with Emami's strategy of building a future-ready, consumer-centric portfolio in the beauty and personal care segment.
Both Vedix and SkinCraft have established direct-to-consumer platforms that offer customised haircare and skincare solutions, driven by data and scientific formulations. As per Emami, Vedix combines Ayurvedic principles with data analytics to provide formulations tailored to individual prakriti and lifestyle parameters, while SkinCraft follows a dermatology-led approach using clinically validated ingredients for skin and hair concerns. Harsha Vardhan Agarwal, vice chairman and managing director at Emami Ltd, stated that these brands will strengthen the Beauty and Personal Care portfolio by adding personalised, science-led offerings across Ayurveda and dermatology.
As reported by Redseer, the Indian BPC (Beauty and Personal Care) market is projected to reach $40 billion by 2030. This investment represents a strategic step in strengthening presence in the high-growth beauty and personal care segment, with meaningful differentiation remaining limited among players offering deeply personalised, outcome-driven solutions.
According to company reports, Emami had earlier acquired The Man Company and Brillare to strengthen its BPC portfolio, which includes brands like BoroPLus and Navratna. Chaitanya Nallan, founder and CEO of IncNut Digital, described this partnership as a key turning point for Vedix and SkinCraft, stating it will fast-track innovation, scale reach significantly, and lead the evolution of the personalised beauty industry by leveraging Emami's consumer expertise and execution capabilities.
