Emami, a prominent fast-moving consumer goods (FMCG) company based in Kolkata, India, has announced its decision to acquire a 60% stake in IncNut Digital for ₹321 crore (approximately $39 million USD) in an all-cash transaction. IncNut Digital is known for its direct-to-consumer beauty and personal care brands, Vedix and SkinKraft. The acquisition will occur in two phases, with Emami planning to purchase the remaining 40% stake over the next four-and-a-half years, contingent on future performance. Emami's vice-chairman and managing director, Harsha Vardhan Agarwal, emphasized that this move will bolster the company's presence in the rapidly growing personalized beauty segment, which is increasingly favored by consumers seeking effective and customized solutions. Despite IncNut Digital's sales reaching ₹175 crore in FY25, the company has experienced a decline in revenue over the past three fiscal years. IncNut Digital's founder and CEO, Chaitanya Nallan, expressed optimism about the partnership, stating that leveraging Emami's expertise will accelerate innovation and enhance the reach of their brands.