TVS VENU's lifestyle arm, Atelier Expressions, is set to acquire a majority stake in Khoya, a luxury Indian sweet brand that has carved out a niche by modernizing traditional mithai for contemporary consumers.
The acquisition marks a strategic expansion into the premium food and beverage segment for the conglomerate, which is best known for its automotive and retail operations.
Founder Sid Mathur will continue to lead Khoya's day-to-day operations following the transaction, ensuring continuity in the brand's product development and retail strategy.
The deal is expected to close by the end of August, subject to standard regulatory approvals and finalizing of terms.
This move aligns with a broader trend of Indian conglomerates diversifying into high-margin lifestyle and consumer brands.
Similar to recent M&A activity in the sector, such as Honasa Consumer's entry into nutraceuticals, TVS VENU is leveraging its capital strength to acquire established brands with strong consumer loyalty and premium positioning.