As part of its premiumisation and contemporisation strategy, Dabur India has been focusing on expanding its existing brands into new categories in FY26, while also focusing on building digital-first brands adopting a D2C model.“In 2025-26, Dabur sharpened its innovation focus by bringing contemporary formats, premium propositions and digital-first launches to core wellness and personal care categories,” it stated in its FY26 annual report.The homegrown FMCG major said that it made strategic entry into “the digitally-native wellness space” with Siens by Dabur. It noted that the premium, direct-to-consumer (D2C) nutraceutical brand was, so far, being sold exclusively on Amazon and DaburShop; it has now scaled up rapidly. “This momentum is reflected in steady quarter-on-quarter growth, demonstrating Siens’ ability to convert digital discovery into sustained demand. Building on this strong foundation, the brand is now poised to expand across additional platforms and adjacent high-growth categories, including sports and performance nutrition, further strengthening Dabur’s play in India’s premium nutraceuticals market,” the company added.Brand strategyAs part of its strategy to reimagine the role of its heritage brands, the company has extended Dabur Gulabari into the personal care space with a range of shower gels. Meanwhile, the launch of Real Cheers marked Dabur’s entry into the fast-emerging cocktail mixer category. “Targeted at Gen-Z and millennial consumers, the brand taps into evolving lifestyle and social consumption trends,” it added. It also forayed into the ghee segment with Dabur A2 Cow Ghee, marking its entry into the super-premium ghee segment.“Together, these brands reflect Dabur’s ability to build differentiated, future-ready portfolios that seamlessly blend science, heritage and cultural insight. By leveraging digital-first models, we are driving premiumisation, deepening consumer trust and unlocking scalable growth across high-intent online channels, positioning Dabur strongly in the evolving consumption landscape,” the company added.Published on July 7, 2026