Backcountry Unveils Backcountry Garage Innovation Platform; Coalatree Becomes First Brand in Portfolio
Backcountry→Coalatree
Apr 14, 2026

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Emami Limited has signed a definitive agreement to acquire 100% of Axiom Ayurveda Private Limited in a deal valued at up to ₹200 crore. Emami will take full control by acquiring the remaining 73.5% stake, after already purchasing an additional 36.7% stake in the first tranche to reach 63.2% ownership.
The acquisition consideration will not exceed ₹200 crore, and the deal is expected to close within about three months, subject to regulatory approvals and customary conditions. Axiom sells aloe vera-based beverages under the “AloFrut” brand, along with ayurvedic health juices under “Axiom Jeevan Ras” and personal care offerings under “Mukti Gold.”
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