Brands
Emami forays into juice category with AloFrut
Mumbai: Emami Limited, one of the leading personal care and healthcare companies in India has forayed into the juice category with ‘AloFrut’ through strategic investment in Axiom Ayurveda Pvt Ltd (“Axiom”) and its subsidiaries/associates by acquiring 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 aloevera pulp and fruit blends. Aloevera is known worldwide as a rich source of vitamins, minerals and essential amino acids. It is available in multiple unique flavours. Apart from AloFrut, which constitutes the key business of the Axiom Ayurveda, the company has a unique range of carbonated beverages that includes mocktails and energy drinks. It is also present in Ayurvedic healthcare juice segment under the Jeevan Ras brand. The Company has its own manufacturing facility in Ambala, Haryana and is setting up a fully automated state-of-the art modern new facility in Jammu (Kathua) at a cost Rs 160 cr. AloFrut has a strong market presence across general trade, government institutions, modern trade & e-commerce platforms.
Emami Ltd vice chairman & MD Harsha V Agarwal 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. “AloFrut” product offering is very unique as these beverages are based on Aloe pulp inclusion in fruit juice which provides a perfect mix of taste and health together. We are excited to be present in this category which is in line with our corporate growth strategy to invest in categories or brands that not only have synergy with our existing business but offer potential for growth. We look forward to add meaningful value to the brand.”
Commenting on the development, Axiom Ayurveda Pvt Ltd founder Rishabh Gupta said, “Now-a-days 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.”
Brands
Home Essentials raises Rs 70 Cr in pre-series B round
360 One Asset leads funding as D2C brand scales stores and supply chain
GURGAON: Home Essentials, a fast-rising direct-to-consumer brand in India’s home and kitchen space, has secured Rs 70 crore in a pre-series B funding round led by 360 One Asset, with participation from existing backer India Quotient.
The fresh capital is set to fuel the company’s next phase of growth, with a clear focus on offline expansion, supply chain muscle, and sharper product innovation. Over the next three years, the brand plans to scale revenue to Rs 500 crore and reach five million Indian households.
Founded in 2024 by brothers Tanishq Jain and Divyam Jain in Gwalior, Home Essentials has moved swiftly from small-town start-up to national contender. Built on a simple but compelling idea that Indian homes deserve products that are practical, pleasing to the eye, and fairly priced, the company has carved out a niche between high-end luxury labels and no-name utility goods.
From airtight storage solutions to ergonomic loose furniture, its design-first approach has struck a chord with a young, aspirational consumer base. In under two years, the brand has served more than a million customers while maintaining strong unit economics and a clear path to profitability.
Offline retail now forms a key part of the growth blueprint. The company plans to operate 20 stores across India by the end of the year, strengthening its omnichannel presence and bringing its tactile, experiential format to both Tier 1 and Tier 2 cities.
360 One Asset senior fund manager Sumit Jain said, the brand is reshaping a highly fragmented category with products that combine aesthetics and function. He noted that the founders have demonstrated disciplined execution and capital efficiency while building a business that resonates with modern Indian households.
India Quotient partner Madhukar Sinha, added that the firm backed Home Essentials early after identifying a clear gap in the market for thoughtfully designed yet affordable home utilities. He said the new funding would help the company expand its catalogue and broaden its national reach.
For Home Essentials co-founder and CEO Tanishq Jain, the mission is straightforward but ambitious. He said the company aims to become the go-to destination for well-designed home and kitchen essentials, with experiential stores reinforcing what began as a strong online play.
Co-founder and chief marketing officer Divyam Jain, emphasised that winning in India’s D2C space requires more than sharp branding. A deep understanding of consumer aspiration, tight supply chain control, and operational efficiency are just as vital, he said, describing 360 ONE Asset and India Quotient as partners in building a high-performance organisation.
In a category long defined by cluttered shelves and uneven quality, Home Essentials is betting that good design, fair pricing, and disciplined execution can turn everyday living into a more polished affair.
