Mumbai: Marico has bought 60% majority stake in D2C wellness brand Cosmics for Rs 226 crore, accelerating the acquisition of new-age startups as consumers look for better value and diverse options that meet specific needs, increasingly moving away from run-of-the-mill products.Cosmix sells a line of plant-based protein powders and functional superfood blends. This development comes days after the company purchased Popcorn brand 4700BC from PVR-Inox. In an exchange filing on Wednesday, Marico said the company has the right to acquire the remaining stake in Cosmics after FY29. The deal values the startup at around Rs 375 crore.Founded in 2019 by husband-wife Vibha Harish and Surya Jagadish, Cosmix is profitable and has recently entered categories such as plant-protein pancake mixes and bars.