BIA Brands Acquires Asa Beauty, Expanding Reach in Beauty & Personal Care

Fast-moving consumer goods (FMCG) company BIA Brands has announced the acquisition of beauty brand Asa Beauty. This strategic move strengthens BIA’s position in the beauty and personal care (BPC) sector, while aligning with their “house of brands” model of building and scaling successful brands. Financial details of the acquisition were not disclosed.

The acquisition of Asa Beauty marks BIA’s second foray into the skincare segment. In December 2023, BIA acquired Mumbai-based TrueKind, demonstrating their commitment to this growing market.

BIA: Building Global Brands from India

Founded in 2022 by Sudhakar Adapa and Anudeep Chappa, BIA operates as a “house of brands.” This unique model focuses on nurturing and scaling existing brands, with a vision of developing global powerhouses originating from India. Prior to this acquisition, BIA had successfully completed three acquisitions in the food and beverage (F&B) space, including speciality coffee brand Brew & Bliss, flavored nuts startup Nut-O-Licious, and blends company La Kah Fay.

Asa Beauty: Clean Beauty with a Global Appeal

Founded in 2020 by Asha Jindal Khaitan and Sukriti Khaitan, Asa Beauty offers a curated selection of clean, natural, vegan, and cruelty-free makeup products. The brand caters to a discerning global audience who prioritize ethical practices and environmental responsibility.

Commenting on the acquisition, Sudhakar Adapa, Founder of BIA Brands, expressed his enthusiasm. “Asa Beauty embodies everything we strive for at BIA Brands – excellence, innovation, and sustainability,” he stated. “We are confident that Asa Beauty will flourish under BIA’s leadership, leveraging our established market presence and innovative approach.”

Asha Jindal Khaitan, Co-founder of Asa Beauty, echoed Adapa’s optimism. “With BIA Brands’ strong market presence and innovative approach, we are confident that the brand is in capable hands,” she remarked. “We firmly believe that BIA Brands will elevate Asa Beauty to the heights it truly deserves.”

This acquisition positions BIA Brands for continued growth and leadership within the Indian FMCG sector, with a particular focus on the expanding beauty and personal care market. Asa Beauty’s commitment to clean beauty principles aligns perfectly with BIA’s vision, paving the way for a successful collaboration.