— XENITRA LIMITED
Growing the world’s best brands in Asia with authentic products and loyal customers
About Us
Xenitra Limited (ASX: XEN) connects premium Global FMCG Brands with high-growth Asian consumer markets.
Our growth strategy is based on three product-tailored sales channels: Nutritional product trading, Online and Hospital OTC Medicine Sales and Real World Tokenised Sales of Exclusive Brands.
Explore More:
ABOUT – THREE CORE SEGMENTS
Xenitra is focused on three core segments:
Please click on the blocks below to view details...
01 · NUTRITIONALS
Nutritionals Business has been revitalised
Summary
New channel that is opening due to regulatory relaxation in China, driven by core online platform sales and B2B sales into Chinese Hospitals
Product Profile
Over the Counter (non-prescription) small molecule medicines, structure function benefit Complementary Medicines
Margin Profile
20-40%
Future Focus
Develop and expand the online sales channel execution while building new brand partnerships, explore generic “own brand” as demand and velocity increase
$30m Danone partnership with Rockcheck
Two agreements formalise and significantly expand Xenitra’s most important B2B relationship.
01 · DANONE PRODUCT SALES AGREEMENT
- Targets ~$30m AUD (140m RMB) in Danone product sales to Rockcheck over 12 months.
- Period: 1 May 2026 – 30 April 2027. Option to extend for a further 3 years subject to Q1 performance.
- Xenitra–Rockcheck relationship active since 2023. FY26 sales to date already exceed $10m AUD.
02 · AUTHORISED SUPPLIER FRAMEWORK AGREEMENT
- Establishes Xenitra’s Australian subsidiary as an authorised supplier to the Rockcheck Group.
- Enables brand partners to have products procured directly in Australia for B2B sales into Rockcheck companies.
- Scope to add further product lines beyond Danone in the future.
02 · OTC MEDICINE
Cross Border OTC Medicines – The next big thing
Summary
New channel that is opening due to regulatory relaxation in China, driven by core online platform sales and B2B sales into Chinese Hospitals
Product Profile
Over the Counter (non-prescription) small molecule medicines, structure function benefit Complementary Medicines
Margin Profile
20-40%
Future Focus
Develop and expand the online sales channel execution while building new brand partnerships, explore generic “own brand” as demand and velocity increase
OTC medicines channel now operational
Hong Kong Fukang Trading Co. acquired for A$100,000 enabling a fast start into the ecommerce channel with established sales, warehousing and team members experienced in cross border OTC Medicine Sales in Greater China.
A significant new growth opportunity in China
Online sales of OTC Medicines to consumers in China are now allowed through Hong Kong and have the potential to far out pace the historical infant formula nutritional market’s growth
HK Pharma License has been acquired
Following wholesale license approval, Xenitra now holds a Hong Kong pharmaceutical wholesale license that enables cross-border OTC sales into China (and prescription drug wholesale)
JD.com Storefront
The company has acquired an active OTC Medicine shopfront on JD.com, China’s major B2C e-commerce platform allowing for an immediate and seamless commencement of sales
Trademark and Warehouse infrastructure
Class 35 trademark registration plus warehouse logistics service, customer database, and on-hand inventory also acquired
Key Leadership Team
The acquisition brings with it an experienced local Hong Kong team, that is supercharged by the recruitment of a high-powered General Manager with direct platform experience
Expanding Brand Partnerships
The company is in advanced discussions with leading OTC and Generic OTC brand owners and master distributors to build the online offering tailored to China consumer demand
03 · RWA TOKENISATION
RWA Tokenisation – launched, validated, and in the market
Summary
Blockchain enabled closed sales ecosystem leveraging existing online and B2B sales channels for products sold exclusively in China by Xenitra, supported by authentication and loyalty / rewards program driving willingness to pay in customers
Product Profile
FMCG products across all categories exclusive to Xenitra
Margin Profile
40-80%
Future Focus
Rapidly expanding sales by onboarding new brands and increasing numbers of new distributor and end user customers
OPAL Token Ecosystem
Product
tokenisation
XEN distributes and tokenises products (e.g. EZZ)
PROCUREMENT
Contracted offtake secured directly from brand owner by XEN under agreed supply terms.
REVENUE MODEL
Contracted offtake secured directly from brand owner by XEN under agreed supply terms.
Token
issuance
OPAL Tokens tethered to products at point of sale
CUSTOMER ALLOCATION
OPAL Tokens issued automatically to each customer purchasing qualifying XEN products.
RESERVE FUNDING
A portion of each sale margin is allocated to the OPAL Token Reserve at every transaction.
Token
redemption
Tokens ‘burned’ in the XENSHOP in exchange for rewards
REDEMPTION MECHANISM
Customers redeem tokens via the XENSHOP; tokens are permanently burned at point of redemption.
INVENTORY & BENEFITS
Rewards inventory and member benefits are funded directly through the Token Reserve.
Value
appreciation
OPAL Tokens tethered to products at point of sale
SUPPLY REDUCTION
Each redemption permanently reduces the finite token supply, creating inherent scarcity.
RESERVE APPRECIATION
As supply decreases, the Token Reserve represents proportionally higher value per remaining token.
01 · NUTRITIONALS
Nutritionals Business has been revitalised
Summary
New channel that is opening due to regulatory relaxation in China, driven by core online platform sales and B2B sales into Chinese Hospitals
Product Profile
Over the Counter (non-prescription) small molecule medicines, structure function benefit Complementary Medicines
Margin Profile
20-40%
Future Focus
Develop and expand the online sales channel execution while building new brand partnerships, explore generic “own brand” as demand and velocity increase
$30m Danone partnership with Rockcheck
Two agreements formalise and significantly expand Xenitra’s most important B2B relationship.
01 · DANONE PRODUCT SALES AGREEMENT
- Targets ~$30m AUD (140m RMB) in Danone product sales to Rockcheck over 12 months.
- Period: 1 May 2026 – 30 April 2027. Option to extend for a further 3 years subject to Q1 performance.
- Xenitra–Rockcheck relationship active since 2023. FY26 sales to date already exceed $10m AUD.
02 · AUTHORISED SUPPLIER FRAMEWORK AGREEMENT
- Establishes Xenitra’s Australian subsidiary as an authorised supplier to the Rockcheck Group.
- Enables brand partners to have products procured directly in Australia for B2B sales into Rockcheck companies.
- Scope to add further product lines beyond Danone in the future.
02 · OTC MEDICINE
Cross Border OTC Medicines – The next big thing
Summary
New channel that is opening due to regulatory relaxation in China, driven by core online platform sales and B2B sales into Chinese Hospitals
Product Profile
Over the Counter (non-prescription) small molecule medicines, structure function benefit Complementary Medicines
Margin Profile
20-40%
Future Focus
Develop and expand the online sales channel execution while building new brand partnerships, explore generic “own brand” as demand and velocity increase
OTC medicines channel now operational
Hong Kong Fukang Trading Co. acquired for A$100,000 enabling a fast start into the ecommerce channel with established sales, warehousing and team members experienced in cross border OTC Medicine Sales in Greater China.
A significant new growth opportunity in China
Online sales of OTC Medicines to consumers in China are now allowed through Hong Kong and have the potential to far out pace the historical infant formula nutritional market’s growth
HK Pharma License has been acquired
Following wholesale license approval, Xenitra now holds a Hong Kong pharmaceutical wholesale license that enables cross-border OTC sales into China (and prescription drug wholesale)
JD.com Storefront
The company has acquired an active OTC Medicine shopfront on JD.com, China’s major B2C e-commerce platform allowing for an immediate and seamless commencement of sales
Trademark and Warehouse infrastructure
Class 35 trademark registration plus warehouse logistics service, customer database, and on-hand inventory also acquired
Key Leadership Team
The acquisition brings with it an experienced local Hong Kong team, that is supercharged by the recruitment of a high-powered General Manager with direct platform experience
Expanding Brand Partnerships
The company is in advanced discussions with leading OTC and Generic OTC brand owners and master distributors to build the online offering tailored to China consumer demand
03 · RWA TOKENISATION
RWA Tokenisation – launched, validated, and in the market
Summary
Blockchain enabled closed sales ecosystem leveraging existing online and B2B sales channels for products sold exclusively in China by Xenitra, supported by authentication and loyalty / rewards program driving willingness to pay in customers
Product Profile
FMCG products across all categories exclusive to Xenitra
Margin Profile
40-80%
Future Focus
Rapidly expanding sales by onboarding new brands and increasing numbers of new distributor and end user customers
OPAL Token Ecosystem
Product
tokenisation
XEN distributes and tokenises products (e.g. EZZ)
PROCUREMENT
Contracted offtake secured directly from brand owner by XEN under agreed supply terms.
REVENUE MODEL
Contracted offtake secured directly from brand owner by XEN under agreed supply terms.
Token
issuance
OPAL Tokens tethered to products at point of sale
CUSTOMER ALLOCATION
OPAL Tokens issued automatically to each customer purchasing qualifying XEN products.
RESERVE FUNDING
A portion of each sale margin is allocated to the OPAL Token Reserve at every transaction.
Token
redemption
Tokens ‘burned’ in the XENSHOP in exchange for rewards
REDEMPTION MECHANISM
Customers redeem tokens via the XENSHOP; tokens are permanently burned at point of redemption.
INVENTORY & BENEFITS
Rewards inventory and member benefits are funded directly through the Token Reserve.
Value
appreciation
OPAL Tokens tethered to products at point of sale
SUPPLY REDUCTION
Each redemption permanently reduces the finite token supply, creating inherent scarcity.
RESERVE APPRECIATION
As supply decreases, the Token Reserve represents proportionally higher value per remaining token.
ABOUT – BOARD & SENIOR MANAGEMENT
Bachelor of Information Technology and Master of Accounting
Tracy is the commercial leader of Xenitra globally and is an accomplished professional in the Fast-Moving Consumer Goods (FMCG) sector. Throughout her career she has developed exceptional expertise in brand management, ecommerce and commercial operations. She is the architect behind the Huibeijia brand in China, successfully establishing a thriving network of over 400 stores nationwide and since 2023 has spearheaded significant commercial expansion within the Xenitra Sales and Marketing ecosystems in the Chinese market and internationally.
Doctor of Philosophy, Master of Business Administration, Bachelor of Science
Anthony has extensive Board and management experience, including as CEO and Managing Director of Australian Biotherapeutics and The Calmer Co. Anthony worked for a decade building SFI-Health Group as Group Head of Innovation, Group Head of North Asia and was Managing Director of SFI-Research and SFI-Shineway (China). Anthony was part of the M&A team which acquired and integrated multiple companies including Flordis (Australia) Ginsana (Switzerland), Klaire Labs (USA), Prothera (USA), Complementary Prescriptions, (USA) and Potters (UK).
Anthony is Executive Director at Servatus Biopharmaceuticals Limited and leads their fast-growing Biomiq skincare brand.
Bachelor of Laws, Bachelor or Arts
Carl is an experienced board director with a strong background in governance, strategy, and commercial leadership. He brings a disciplined, outcomes focused approach to board oversight, informed by both senior commercial experience and a foundation in legal practice. In his legal career, Carl has advised clients across multiple sectors, working closely with executive teams on strategy formulation, business transformation, and growth initiatives.
Bachelor of Commerce, Chartered Accountant
Mr Grujic is an accomplished board member and senior finance executive with over 20 years’ experience across ASX-listed entities and high-growth organisations. A Chartered Accountant and Graduate of the Governance Institute, he has held senior leadership roles across a diverse range of sectors, including financial services, FMCG, transport, equity markets, NDIS, not-for-profit organisations and SaaS Technology.
Bachelor of Tourism Management
Alex Li is a Director of Xenitra Limited and a prominent Australia–China tourism and hospitality leader. A Tourism Australia–awarded Aussie Specialist China Ambassador, he is Founder and President of V-Tour Travel Service Zhejiang (a top-three AU/NZ outbound wholesaler in China) and Chairman or Co-Founder of multiple tourism, hospitality and travel businesses across both countries.
