BIA Brands Acquires
Asa Beauty to Expand Presence in Beauty and Personal Care Segment

BIA Brands Acquires Asa Beauty to Expand Presence in Beauty and Personal Care Segment

Fast-Moving Consumer Goods (FMCG) brand, BIA Brands, has revealed its acquisition of Asa Beauty, in a recent announcement. The move is poised to bolster BIA’s footprint in the Beauty and Personal Care (BPC) sector, the company disclosed. This also marks BIA Brands’ second buyout in the skincare segment after it acquired Mumbai-based TrueKind in December last year. Last year, the company onboarded, Karen Wilson Kumar as its BPC segment’s CEO.

Asha Jindal Khaitan and Sukriti Khaitan, the mother-daughter-in law duo behind Asa Beauty, hailed the acquisition as a strategic manoeuvre to set new standards in clean, natural, vegan, and cruelty-free makeup. Established in June 2022 by Sudhakar Adapa, BIA Brands has swiftly made a mark in physical retail. The incorporation of Asa Beauty into its portfolio underscores its dedication to fostering a sustainable and inclusive beauty ethos.

Sudhakar Adapa, the founder of BIA Brands, voiced his excitement about the acquisition, emphasizing its alignment with their commitment to ethical practices and environmental consciousness. Asha Jindal Khaitan, the founder of Asa Beauty, expressed optimism about the partnership, citing BIA Brands’ potential to amplify Asa Beauty’s global impact.

BIA had also made three acquisitions across the food and beverage (F&B) space, which include speciality coffee brand Brew & Bliss, flavoured nuts startup Nut-O-Licious and blends company La Kah Fay.

As per projections by Redseer Strategy Consultants and Peak XV, the Indian beauty and personal care market are anticipated to hit $30 billion by 2027, capturing approximately 5% of the global market.

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