Emami acquires 60% stake in Vedix, SkinKraft parent IncNut for Rs 321 Cr
- ByStartupStory | May 8, 2026
FMCG major Emami Ltd has signed a definitive agreement to acquire a 60% stake in IncNut Digital, the parent company of personalised beauty and wellness brands Vedix and SkinKraft, for Rs 321 crore.
The deal includes performance-linked adjustments over a 24-month period. Emami will also acquire the remaining stake in two tranches over the next four-and-a-half years based on future performance metrics.
Founded in 2011, Hyderabad-based IncNut operates personalised beauty and wellness brands Vedix and SkinKraft through a D2C model.
Vedix offers customised Ayurvedic haircare and wellness products, while SkinKraft focuses on dermatology-led personalised skincare and haircare solutions.
According to Emami, the acquisition will strengthen its presence in the fast-growing personalised beauty and personal care segment.
The FMCG company already operates brands such as The Man Company and Brillare in the beauty and grooming category.
IncNut uses data-driven diagnostics, AI-led assessments, and customised formulations to offer tailored beauty products. The company has built a strong subscription-led business with high repeat usage.
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