Marico Limited has announced an investment in Apcos Naturals Pvt Ltd with an acquisition of a 60% equity share for an unrevealed consideration. This equity share will be acquired over two years through primary infusion and secondary buy-outs.
Co-founded by Chief Executive Officer, Arush Chopra and Megha Sabhlok, The Brand Director of Apcos Naturals Private Limited owns “Just Herbs”, a line of pure, tailored, and Ayurvedic driven by results skin and hair care products, made from certified wildcrafted and organic ingredients collected from different parts of India.
The investment complements Marico’s strategy to enhance its digital transformation through building traceable digital-first brands, either organically or inorganically, as well as to bring premium experience in its play in personal care.
Just Herbs was introduced to create a brand that stands not only for luxury but also contributes towards building a world where beauty is more inclined, wholesome, and transparent. The range of skin and hair-care products is a blend of the purest of plant components and essential oils. With a luxury positioning, the brand follows the principles of Ayurveda and aromatherapy, with its entire product portfolio certified by the Ministry of Ayush. While the brand gets the majority of its business through its Direct-to-Consumer website, it is also accessible on Amazon, Flipkart, and Nykaa and its exclusive offline shops in selected cities.
The MD and CEO of Marico Limited Saugata Gupta said, “Just Herbs gives an exciting opportunity to play a part in Ayurveda-led beauty categories. The brand has built a healthy consumer base because of the quality of its offerings. The online presence it has built in a short while is impressive and we believe in its potential to reach big numbers over the next two years. This investment is a leap towards our mission to build a portfolio of at least three 100 crore plus digital brands within the next 3 years.”
The CEO and Co-founder of Apcos Naturals Private Limited Arush Chopra said, “We are excited to have entered into a collaboration with Marico. The entrepreneurial spirit, values, and agility that define the culture of Marico fit perfectly with our vision. We believe that Marico’s capabilities, systems, and processes will complement our mission to grow online and offline. We are excited about the prospects of this collaboration and look forward to a wonderful journey with the team.”
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