FMCG major Emami to acquire majority stake in Vedix, SkinKraft parent co IncNut

Emami Ltd is acquiring a 60% stake in IncNut Digital Pvt Ltd, which owns direct-to-consumer beauty and personal care brands Vedix and SkinKraft, for Rs 321crore in an all-cash deal. It will acquire the balance 40% over the next four and a half years in two tranches at a consideration to be determined on future performances.

The Kolkata-based company said the deal will help it to bolster its presence in the high growth personalised beauty and personal care segment for the next phase of growth. IncNut Digital, based in Telangana, had clocked Rs 175 crore sales in 2024-25. The target company’s sales in the last three fiscals have been declining year-on-year, while the stock market disclosure by Emami did not have IncNut Digital’s 2025-26 sales figure.

Emami vice chairman and managing director Harsha Vardhan Agarwal said this investment represents a strategic step in strengthening presence in the high-growth beauty and personal care segment.


“While the broader BPC market continues to expand, meaningful differentiation remains limited, with only a few players offering deeply personalised, outcome-driven solutions. As consumer preferences increasingly shift towards efficacy and customisation, we see personalised beauty as a significant long-term growth opportunity in India and globally,” he said.

Emami also owns The Man Company and Brillare, which too were acquisitions, in the beauty and personal care segment. The company said it will partner with the founders and management team of IncNut Digital to scale Vedix and SkinKraft brands.

Chaitanya Nallan, founder & CEO of IncNut Digital said, this partnership with Emami represents a key turning point for Vedix and SkinKraft. “Leveraging Emami’s deep-rooted consumer expertise and strong execution capabilities, we will fast-track innovation, scale our reach significantly, and lead the evolution of the personalised beauty industry,” he said.