Dabur India is betting big on premiumisation. The homegrown FMCG aims to grow the share of premium products to 23 per cent over the next 18 months. The company’s premium portfolio now spans across categories from health and wellness to beverages. Besides new launches, the company’s premium strategy includes contemporising its portfolio with new formats and new packaging.
During a recent investor meet, Herjit Bhalla, Chief Executive Officer – India Business, Dabur India Ltd, said that the company’s premium portfolio has been growing at a growth rate of 4x and is margin accretive. “Our premium portfolio used to contribute 17 per cent and the share has now gone up to 20 per cent… So, we need to continue to grow and to advance premiumisation, because it’s going to be able to sustain a higher top line and a higher top line which is more profitable.”
He noted that the rise of alternative channels including quick-commerce platforms is also enabling the company to innovate more and grow the reach of its premium portfolio.
“Premiumisation is something we want to enhance further, so we want to take our premiumisation (share) up to 23 per cent over the next 18 months. Maybe even sooner,” he told investors.
He outlined that for instance in the honey category, it has built a presence in organic honey and region-specific honey and will be launching monofloral honey soon. In the toothpaste category, the company has launched Dabur Herb’l Charcoal activated toothpaste. Bhalla also outlined new premium launches including the company’s first bio-infusion shampoo and new Oxy DeTan face packs.
“The second leg of driving premiumisation was really making our portfolio look a lot more contemporary. And one of the areas that we’ve really been focused on is how we enhance the packaging of our portfolio to make it more contemporary and make it more modern. And you see that classic example being the new packaging for Dabur Red, amongst the others,” Bhalla noted.
Published on November 12, 2026
