The Indian fast-moving consumer goods (FMCG) sector is witnessing a significant shift as major players turn to Ayurveda startups to stimulate growth amid a slowdown. Emami announced its acquisition of Axiom Ayurveda for up to ₹200 crore (approximately $24 million), marking its entry into the beverage segment. Similarly, Dabur India acquired a 51% stake in Raipur-based RAS Luxury Oils for around ₹110-120 crore (approximately $13-14 million), targeting the premium ayurvedic skincare market. Internationally, Estee Lauder Companies is set to fully acquire Forest Essentials for an estimated ₹5,800-6,600 crore (approximately $700-800 million), highlighting the growing global interest in India's ayurvedic brands. Despite these acquisitions, the FMCG sector faces challenges, with volume growth stagnating; rural markets grew by 2.9% and urban markets by 2.3% in the fourth quarter of calendar 2025, down from previous highs. Analysts predict further acquisitions in the premium beauty and personal care category over the next 12-18 months, as funding for ayurvedic brands continues to rise, evidenced by The Ayurveda Co raising ₹100 crore (approximately $12 million) in March 2023.