IncNut Digital Acquired by Emami | Consumer M&A Deal

Emami has acquired 60% of IncNut Digital, a fitness wellness business in West Bengal, for Rs 321 crore. IncNut Digital operates personalised beauty and wellness brands Vedix and SkinKraft, building D2C skincare and personalisation-led health routines from its Kolkata base. Emami acquisitions in consumer M&A aim to strengthen its D2C beauty and personalised wellness acquisition strategy by scaling these brands and expanding product reach. The platform acquisition is structured as a strategic acquisition, with performance-linked adjustments over two years and plans for Emami to buy the remaining stake in two phases over the next 4.5 years, with valuation tied to future performance.