Dabur India on Wednesday launched a new supplement brand ‘Siens’, announcing its entry into the nutraceutical category.
This is the first major brand that the FMCG major has launched after announcing that it is revamping its growth strategy last month.
Nutraceuticals are typically the substances which provide more health benefits than their basic nutritional value.
Siens will focus on three categories – beauty and skin Health, daily wellness, and gut health. It will have tablets, soft gels and gummies under its portfolio, with products like marine collagen, 3-in-1 hair, skin & nails gummies, multivitamins for men and women, Omega-3 softgels, and daily pre- & probiotics.
During the analyst call after the announcement of the company’s Q4 results, CEO Mohit Malhotra said under the new strategy, Dabur will pursue premiumisation and contemporisation across categories.
“We’ll be launching modern formats like gummies, powders, etcetera, which is more targeted towards the new generation,” he said, adding that they would take “bigger, bolder bets” in the healthcare category specifically in gut health, stress relief, and lifestyle management.
The company had also said that they would double down on emerging channels like e-commerce and quick commerce. Siens, pronounced ‘Science’, will be a digital-first brand in line with this strategy. “The Siens by Dabur range is available on all leading e-commerce platforms, including DaburShop,” the astatement said.
“Siens is a future-ready wellness brand born out of Dabur’s legacy of trust and our deep understanding of evolving consumer expectations,” said Pratyush Gupta, head – customer marketing at Dabur India. “Wellness today is no longer about vague promises — it’s about precision, evidence, and experience. That’s what Siens delivers.”
Under the new strategy, Dabur India is aiming to drive double-digit annual growth in both revenue and profit by FY28. Apart from adding newer categories, it is also exiting several underperforming product categories including Vedic tea, adult and baby diapers, breakfast cereals, sanitisers, and its malted drink brand, Vita.