Campaign India Team
Jul 15, 2021

Marico acquires 60% stake in Apcos Naturals

The stake will be acquired over a period of two years for an undisclosed consideration

Apcos Naturals' Just Herbs
Apcos Naturals' Just Herbs
Marico has announced that it has acquired a 60% stake in Apcos Naturals for an undisclosed consideration. This equity stake will be acquired over a period of two years, through primary infusion and secondary buy-outs. 
 
Co-founded by CEO Arush Chopra, and brand director, Megha Sabhlok, Apcos Naturals owns the brand Just Herbs, a line of skin and hair care offerings.
 
According to a statement issued by Marico, the investment is in line with the company's strategy to accelerate its digital transformation journey through building scalable digital-first brands, either organically or inorganically, as well as to premiumise its play in personal care.
 
Saugata Gupta, MD and CEO, Marico, said,“Just Herbs presents an exciting and differentiated opportunity to have a meaningful play in Ayurveda-led beauty categories. The brand has built a healthy consumer franchise on the back of the quality and efficacy of its offerings. The digital presence it has built in a short span of time is impressive and we strongly believe in its potential to reach critical mass over the next couple of years. This investment is another step towards our aspiration to build a portfolio of at least three INR 100-crore plus digital brands within the next three years.”
 
Chopra said, “We are delighted to have entered into a strategic partnership with Marico. The values, entrepreneurial spirit and agility that define Marico’s culture fits perfectly with our vision for the future. We believe that Marico’s evolved capabilities, processes and systems will complement our ambition to scale up online as well as offline. We are very positive about the future prospects of this partnership and look forward to a fruitful journey with the team.”
Source:
Campaign India

Related Articles

Just Published

18 hours ago

Brands hitch a ride on Rath Yatra's AI bandwagon

From AI films to menthol caps, brands are tapping into Rath Yatra’s massive footfall to mix tradition with tech-fuelled storytelling.

19 hours ago

Scroll-stopping or scroll-past? The 2.5-second ad ...

As Gen Z rewires the attention economy, brands are trading static ads for AR, creators and bite-sized storytelling to stay in the frame.

19 hours ago

CloudTV enters India’s CTV ad market with Magnite ...

With 12 million screens and Magnite in tow, CloudTV enters the ad arena, eyeing India’s shifting viewer habits and digital ad pie.