EMAMI forays into juice category with ‘ALOFRUT’

source public domain

AloFrut juices are the most refreshing and healthy fusion of aloe vera pulp and fruit blends

Emami Limited, one of the leading personal care and healthcare companies in India announced its foray into the juice category with ‘AloFrut’ through strategic investment in Axiom Ayurveda Pvt Ltd (Axiom) and its subsidiaries/associates by acquiring a 26 per cent equity stake for an undisclosed amount. Axiom markets beverage products under the brand ‘AloFrut’.

AloFrut juices are the most refreshing and healthy fusion of aloe vera pulp and fruit blends. AloFrut has a strong market presence across General Trade, Government Institutions, Modern Trade and e-commerce platforms.

 Harsha V Agarwal, Vice Chairman & MD, Emami Ltd said, “We are delighted to announce our partnership with Axiom Ayurveda through a strategic investment in equity. This marks our entry into the juice category with ‘AloFrut’. With health & wellness being the buzzword for consumers today, we see tremendous potential in the segment.

Rishabh Gupta, Founder, of Axiom Ayurveda Pvt Ltd said, “Nowadays consumers are moving away from the carbonated beverages and are looking for a healthier alternative with an equal importance to taste. Considering this trend where consumer is focussing on taste and health, we have tried to offer a perfect blend of the same which is a big differentiator from other beverage company offerings. We strongly believe in the potential that our brand has to offer. It is exciting to have Emami come on board as a strategic partner with wide industry experience who shares our vision to make Alofrut a leader brand.”

Read Previous

DeVANS target a turnover of Rs 700 crore next fiscal

Read Next

Food Safety, Drugs and Food Control Ladakh hosts ‘Eat RightMilletMela’

Leave a Reply