IncNut Digital Acquired by Emami | Consumer M&A Deal

Emami has acquired IncNut Digital, a consumer other business in Telangana, for $38.5m. Emami acquisitions target the personalized personal care market through IncNut Digital’s Vedix and SkinKraft brands, which use digital questionnaires and AI-led assessments to tailor hair and skin products to individual needs. Emami acquisitions are aimed at younger, affluent consumers shopping via direct-to-consumer platforms, leveraging IncNut’s data-driven approach to differentiate beyond legacy mass-market offerings. The strategic acquisition is structured as an add on acquisition, with Emami buying a 60% stake for Rs 321 crore and planning to acquire the remaining 40% within 4.5 years based on performance-linked targets.