IncNut Digital Acquired by Emami | Consumer M&A Deal

Emami has acquired 60% of IncNut Digital, a consumer other business in Hyderabad, for Rs 321 crore. Emami acquisitions target IncNut Digital, the parent of personalised beauty and wellness brands Vedix and SkinKraft, which sell D2C products using data-driven diagnostics and AI-led assessments. Vedix focuses on customised Ayurvedic haircare and wellness, while SkinKraft offers dermatology-led personalised skincare and haircare solutions with subscription-led repeat usage. The add on acquisition is structured with performance-linked adjustments over 24 months, and Emami acquires the remaining stake in two tranches over the next 4.5 years based on future metrics. As a strategic acquisition, Emami aims to expand its presence in the fast-growing personalised beauty and personal care segment, complementing its existing beauty and grooming brands.