Emami, headquartered in Kolkata, India, has entered into a definitive agreement to acquire a 60% stake in IncNut Digital, the parent company of the brands Vedix and SkinKraft, for ₹321 crore (approximately $39 million USD). The deal includes performance-linked adjustments that will be assessed over a 24-month period. Emami intends to acquire the remaining stake in IncNut Digital in two phases over the next four-and-a-half years, based on future performance metrics. Both Vedix and SkinKraft have established strong direct-to-consumer platforms that offer customized haircare and skincare solutions. Emami's vice-chairman and managing director, Harsha Vardhan Agarwal, emphasized that this acquisition is a strategic move to enhance the company's presence in the beauty and personal care market, which is witnessing significant growth. The partnership is expected to leverage Emami's expertise to accelerate innovation and expand the reach of Vedix and SkinKraft. Emami has a history of growth through acquisitions and aims to build a robust, consumer-focused portfolio in the beauty sector.