A bold step into premium wellness, targeting beauty, gut health, and daily nutrition
In a significant strategic shift, Dabur India, one of the country’s most trusted FMCG brands, has officially entered the booming nutraceutical segment with the launch of ‘Siens’, a digital-first wellness brand offering a range of science-backed supplements. The move marks Dabur’s renewed focus on premiumisation and innovation, aligning with its refreshed growth roadmap for FY28.
What is ‘Siens’?
Pronounced as “Science”, the name itself reflects the brand’s core proposition — wellness backed by research, evidence, and precision. Siens is aimed at modern, health-conscious consumers looking for effective, easy-to-use wellness solutions. The product range includes:
- Beauty & Skin Health: Marine collagen powders, 3-in-1 hair, skin & nails gummies
- Daily Wellness: Multivitamins for men and women, Omega-3 softgels
- Gut Health: Daily prebiotics and probiotics
All these products are presented in modern formats like gummies, softgels, and powders, moving away from the traditional tablets and syrups Dabur has historically been known for.
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A Digital-First Brand Strategy
Siens is not just another product line — it’s a digital-first brand, available across major e-commerce platforms including DaburShop. This aligns with Dabur’s evolving strategy to leverage e-commerce and quick-commerce as key growth channels, especially to reach younger demographics.
Backed by Dabur’s Legacy, Focused on the Future
“This is a future-ready wellness brand born out of Dabur’s legacy of trust and deep understanding of consumer expectations,” said Pratyush Gupta, Head of Customer Marketing at Dabur India. “Wellness today is about more than just vague promises — it’s about precision, experience, and real results. That’s what Siens delivers.”
Strategy Behind the Launch
During its recent Q4 earnings call, CEO Mohit Malhotra explained Dabur’s vision to reposition itself in the evolving wellness space. “We’re taking bigger, bolder bets in healthcare,” he said, specifically calling out gut health, stress relief, and lifestyle management as key focus areas.
As part of its broader transformation plan, Dabur also announced plans to exit several underperforming categories, including Vedic tea, adult and baby diapers, breakfast cereals, sanitisers, and its malted drink brand Vita. Instead, the company is now betting on high-growth, high-margin categories like nutraceuticals.
The Growing Nutraceutical Market in India
India’s nutraceutical market has been experiencing exponential growth, fueled by rising awareness around preventive health, a younger, fitness-focused demographic, and increasing willingness to invest in daily wellness. Dabur’s entry into this space adds serious credibility to the segment, which has until now been dominated by startups and niche D2C brands.
What’s Next for Dabur?
With Siens, Dabur is not just launching a brand — it is entering a new era of consumer healthcare, blending traditional trust with modern science. If this bet pays off, Siens could become a flagship wellness label under Dabur’s expanding umbrella.
As the company targets double-digit revenue and profit growth by FY28, all eyes will be on how this nutraceutical journey unfolds and whether Siens can become to wellness what Dabur Chyawanprash has long been to immunity.
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