FMCG major Emami Ltd has signed a definitive agreement to acquire a 60% stake in IncNut Digital, the parent company of Vedix and SkinKraft, for ₹321 crore, marking a strategic entry into the fast growing personalised beauty and wellness segment.
The transaction includes performance linked adjustments over a 24 month period, with Emami set to acquire the remaining stake in two tranches over the next four and a-half years, subject to future performance milestones.
Founded in 2011, Hyderabad based IncNut Digital operates direct-to-consumer (D2C) brands Vedix and SkinKraft. Vedix focuses on customised Ayurvedic haircare and wellness solutions, while SkinKraft offers dermatology-led personalised skincare and haircare products.
The acquisition aligns with Emami’s strategy to expand beyond traditional FMCG offerings into high growth, digital first categories. The company already has a presence in the segment through brands such as The Man Company and Brillare.
IncNut’s core strength lies in its data driven personalisation engine, which leverages AI-led diagnostics and customer inputs to create tailored product formulations. The company has also built a subscription led business model, driving strong repeat usage and customer retention.
With increasing consumer preference for customised beauty solutions, the deal positions Emami to tap into evolving demand patterns and strengthen its digital commerce capabilities.
The move also reflects a broader trend among FMCG players investing in D2C and personalisation driven brands, as competition intensifies in India’s beauty and wellness market.