Recode Studios Acquires 51% Stake in Premium Beauty Brand Aflairza Recode Studios is strengthening its Beauty & Personal Care (BPC) portfolio with the acquisition of a controlling stake in premium beauty brand Aflairza. - The brand has demonstrated superior value realization, reflecting its premium positioning - Acquisition aligns with Recode's strategy to expand its presence in the high-growth Beauty & Personal Care category - Recode plans to leverage its product development capabilities to accelerate Aflairza's growth - Company will also utilize its distribution network and operational expertise to scale the brand - Management aims to strengthen Aflairza's market presence across India - Founders will continue to partner with Recode in the next phase of expansion - Management's long-term vision is to build one of India's leading premium beauty businesses It gives Recode a stronger presence in the premium beauty segment, where higher pricing power and better margins can create long-term value. Leveraging Recode's distribution, product development and execution capabilities could significantly accelerate Aflairza's scale over the coming years. Recode will initially acquire a 33% stake in Phase I for an aggregate consideration of ₹8.32 Crore, with equal allocation between promoter share purchase and fresh capital into the company.