Emami acquires 60% stake in Vedix, SkinKraft parent IncNut Digital for ₹321 crore
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Emami Ltd. on Thursday announced the acquisition of a 60% stake in Hyderabad-based IncNut Digital Pvt. Ltd, the parent company of personalised beauty and wellness brands Vedix and SkinKraft, for ₹321 crore.
The transaction, which is subject to performance-linked adjustments over the next 24 months, marks a major step in Emami’s strategy to expand its footprint in India’s rapidly growing personalised beauty and personal care segment.
The company also plans to acquire the remaining stake in IncNut within the next four-and-a-half years in two phases, with the valuation linked to future business performance.
IncNut, founded in 2011, is among the early players in India’s personalised beauty market and operates through direct-to-consumer platforms. Its flagship brands Vedix and SkinKraft provide customised skincare and haircare solutions based on consumer profiles, lifestyle data and AI-led assessments. Vedix combines Ayurvedic formulations with personalisation, while SkinKraft focuses on dermatology-backed and science-led skincare products.
Harsha Vardhan Agarwal, Vice Chairman and MD, Emami, said the acquisition aligns with the company’s broader strategy of building a future-ready beauty and personal care portfolio.
“This investment represents a strategic step in strengthening our presence in the high-growth beauty and personal care segment. While the broader BPC market continues to expand, meaningful differentiation remains limited, with only a few players offering deeply personalised, outcome-driven solutions,” he said.
He added that the acquisition would strengthen Emami’s existing beauty and grooming portfolio, which already includes brands such as The Man Company and Brillare. According to her, the deal will help the company deepen its presence across premium and high-growth categories in the beauty and personal care space.
Chaitanya Nallan, Founder and CEO, IncNut Digital, said, “This partnership with Emami represents a key turning point for Vedix and SkinKraft. Leveraging Emami’s deep-rooted consumer expertise and strong execution capabilities, we will fast-track innovation, scale our reach significantly, and lead the evolution of the personalised beauty industry.”
Emami, founded in 1974, owns brands including Navratna, BoroPlus, Fair & Handsome, Zandu Balm, and Kesh King. The company’s products are sold through more than 5.4 million retail outlets across India and are present in over 70 countries.