FMCG major Emami has made an entry into the health juice category, with the acquisition of a 26 percent stake in Axiom Ayurveda, which makes beverages under the brand name AloFrut.

The investment in equity is led by the potential in the segment, and aligns to the company’s strategy of adding value to the brands which have synergy with its existing business and offer potential for growth. Entering the new category may see the company compete with Dabur, PepsiCo India and others.

Axiom Ayurveda has a manufacturing facility in Ambala, Haryana, and the company is setting up a new state-of-the-art facility in Jammu at a cost Rs 160 crore.

AloFrut is present across general trade, government institutions, and e-commerce platforms. AloFrut product offering is based on Aloe pulp inclusion in fruit juice, and is available in multiple flavours.

The company also markets a range of carbonated beverages, including mocktails and energy drinks, as well as ayurvedic healthcare juices under the brand.