Majority Stake In Apcos Naturals Owner of ‘Just Herbs’ Aquired By Marico
- BySheetal Sidhu | July 15, 2021
Homegrown FMCG firm Marico Ltd on Wednesday said it has acquired 60 percent stake in Apcos Naturals, which owns Ayurvedic beauty brand ‘Just Herbs’. The stake will be acquired over a period of two years through primary infusion and secondary buy-outs, a joint statement said without disclosing the deal size. “The investment is in line with Marico’s strategy to accelerate its digital transformation journey through building scalable digital-first brands, either organically or inorganically, as well as to premiumise its play in personal care,” Marico said.
Just Herbs offers Ayurveda-based skin and hair care offerings, made from certified organic ingredients. “This investment is another step towards our aspiration to build a portfolio of at least three Rs 100-crore plus digital brands within the next three years,” said Marico MD and CEO, Saugata Gupta. The brand garners majority of business through its own direct to consumers (D2C) website. It is also available on online marketplaces such as Amazon and Flipkart along with its exclusive offline stores in select cities. Marico has been increasing its presence in digital segment especially in the startup sector. It acquired majority stake in Ahmedabad-based men’s grooming startup Beardo which was initiated in 2017.
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