Brands
Emami moves to acquire majority stake in Axiom Ayurveda in phased deal
First tranche lifts stake to subsidiary status, full buyout set by June
MUMBAI: Emami Limited has taken a decisive step to strengthen its play in the ayurveda segment, entering into a share purchase agreement to acquire a majority stake in Axiom Ayurveda Private Limited.
The company, which already held about 26.5 per cent in Axiom Ayurveda, is now set to raise its stake to around 73.5 per cent through the transaction. In the first tranche completed on 1 April, Emami acquired roughly 36.7 per cent equity, taking its total holding past the majority mark and turning Axiom Ayurveda into its subsidiary.
The remaining stake, comprising an equal portion, is expected to be acquired by June 2026, in line with the terms agreed under the share purchase agreement.
While financial details of the transaction were not reiterated in the latest filing, the move signals Emami’s intent to deepen its presence in the fast-growing ayurvedic and natural products space, where consumer demand continues to rise.
In a regulatory communication, Emami Limited company secretary and compliance officer Ravi Varma confirmed the completion of the first tranche and outlined the timeline for the remaining acquisition.
With Axiom Ayurveda now under its wing, Emami appears to be doubling down on traditional wellness with a modern twist, positioning itself to tap into both domestic demand and evolving global interest in ayurvedic products.
Brands
Beardo unveils new film for Godfather fragrance
Danish Pandor leads cinematic campaign spotlighting power and comeback narrative.
MUMBAI: Power doesn’t always shout sometimes, it just walks back in and takes its seat. Beardo has rolled out a new campaign film for its flagship Godfather fragrance, bringing a cinematic lens to one of its most recognisable products. The film stars Danish Pandor, fresh off his portrayal of Uzair Baloch, and leans into a narrative built on quiet authority, tension, and a long-anticipated return.
Set in an abandoned den with an unclaimed throne, the film unfolds through whispers and restrained drama, culminating in a reveal that favours presence over proclamation. The storytelling mirrors the positioning of the Godfather fragrance itself, an enduring bestseller in the men’s grooming category, known for its bold, woody-spicy profile and appeal across age groups.
Rather than opting for a traditional feature-led approach, the brand leans into mood and mythology. Pandor’s performance anchors the film’s central idea of an anti-hero reclaiming control, aligning with the fragrance’s identity as a symbol of dominance and self-assured masculinity.
Conceptualised by Beardo’s in-house team, the campaign has been released across Instagram and Youtube, reflecting a broader shift towards content that blurs the line between advertising and entertainment particularly for digital-first audiences.
The fragrance itself blends mint, lemon, geranium, vetiver, and musk, designed to be long-lasting and versatile. But the campaign makes it clear: this isn’t just about scent notes, it’s about signalling presence.
In a category crowded with claims, Beardo’s latest play doesn’t try to be louder. It simply leans into the idea that the real ‘OG’ doesn’t announce itself, it’s felt.
