Mumbai-based consumer goods giant Marico Limited has announced a significant expansion into the wellness sector, acquiring a 60% stake in Cosmix Wellness Private Limited. The deal, which values the digital-first, plant-based nutrition brand at approximately $41.5 Million, underscores a strategic push into high-growth markets. This investment brings a profitable and rapidly scaling brand into Marico's burgeoning digital-first portfolio, signaling a new chapter for both entities.
Strategic Expansion into Plant-Based Nutrition
This acquisition underscores Marico's strategic pivot towards the burgeoning health and wellness market, a sector witnessing exponential consumer interest in India. The company aims to leverage Cosmix's strong digital presence and established consumer loyalty to effectively tap into a new, health-conscious demographic. This move strategically diversifies Marico's offerings beyond its traditional consumer goods, positioning it as a key player within the high-growth plant-based nutrition space.
Cosmix's Impressive Growth Trajectory
Founded in 2019 by the husband-wife duo Vibha Harish and Soorya Jagadish, Cosmix has rapidly established itself as a leader in functional wellness. The bootstrapped and profitable brand is celebrated for its vegan, gut-friendly formulations and a core mission rooted in sustainable sourcing. Its impressive financial health is highlighted by its achievement of a c. $11.07 Million annual revenue run rate alongside a sustainable high teen EBITDA margin.
The brand's robust direct-to-consumer model has cultivated an exceptionally loyal customer base, evidenced by top-quartile repeat purchase rates and high customer lifetime value metrics. Furthermore, Cosmix has cemented its market leadership by securing the #1 bestseller position in the plant protein category across leading e-commerce and quick commerce platforms. This dominance showcases its strong brand recall and deep resonance with modern consumers seeking transparent wellness solutions.
A Partnership for Accelerated Growth
Saugata Gupta, MD and CEO of Marico Limited, lauded the investment, describing Cosmix as a strong and differentiated brand that perfectly complements their digital-first portfolio. He noted the immense potential in the wellness and plant-based nutrition space, affirming Marico's commitment to accelerating the brand's journey. Future plans include expanding into relevant adjacent wellness categories and building a sustainable, profitable brand that inspires consumer trust.
Echoing this optimism, Cosmix co-founders Vibha Harish and Soorya Jagadish called the partnership a defining moment for their mission of championing clean ingredients and honest communication. They foresee incredible synergies in R&D, manufacturing, and distribution by leveraging Marico's established infrastructure and expertise. This collaboration is poised to help them continue building one of India’s most loved, ethical, and trusted wellness brands.
Marico's acquisition of a majority stake in Cosmix represents a powerful synergy between an established FMCG giant and a dynamic digital-first innovator. This strategic collaboration is set to significantly accelerate Cosmix's growth trajectory while solidifying Marico's foothold in the lucrative Indian wellness and nutraceutical market. Ultimately, the deal signals a promising future for both companies as they join forces to cater to the evolving health and lifestyle needs of consumers.