Dabur launches ‘Siens’ in Nutraceutical Market

Dabur India is one of India’s most trusted FMCG companies, has forayed into the nutraceutical segment with the launch of a new digital-first brand called ‘Siens’. This launch represents Dabur’s commitment to innovation, premiumisation, and catering to the modern wellness needs of Indian consumers.

What is Siens?
Pronounced like “Science,” the name Siens reflects the brand’s core philosophy: wellness built on research, evidence, and precision. Aimed at health-conscious individuals, Siens offers a range of science-backed supplements in modern, easy-to-consume formats such as gummies, softgels, and powders. Siens is a future-ready brand backed by our legacy of trust and deep understanding of consumer needs. Wellness today is about delivering results through science, not just promises, said by Pratyush Gupta, Head of Customer Marketing at Dabur India.

Key Product Categories
Beauty & Skin Health: Marine collagen, hair-skin-nail gummies
Daily Wellness: Multivitamins (men/women), Omega-3 softgels
Gut Health: Prebiotics and probiotics
Unlike traditional FMCG models, Siens is a digital-first brand, launched primarily for online platforms including DaburShop and other e-commerce sites. This aligns with Dabur’s strategy to leverage e-commerce and quick-commerce, especially to engage a younger, urban audience that prefers shopping online.

Strategic Shift in Portfolio
Dabur’s move into nutraceuticals is part of a larger transformation plan. The company is now exiting several underperforming categories like:

Vedic tea
Adult and baby diapers
Breakfast cereals
Sanitisers
Malted drink Vita
Instead, it is channeling investments into high-margin, fast-growing categories, like healthcare and wellness, focusing especially on gut health, stress relief, and lifestyle management, as emphasized by CEO Mohit Malhotra during the company’s Q4 earnings call.

Why Nutraceuticals? 
India’s nutraceutical market is witnessing rapid growth currently valued at ₹67,000 crore, it is projected to more than double and reach ₹1.47 lakh crore by 2030. This surge is driven by a growing focus on preventive healthcare, a young and fitness-conscious population, and increased consumer spending on daily wellness solutions. Until now, the market has largely been dominated by startups and niche direct-to-consumer (D2C) brands. However, Dabur’s entry into this space with its new brand Siens brings with it the weight of credibility, scale, and decades of experience. With Siens, Dabur is not merely diversifying it is repositioning itself as a key player in science-led modern wellness. If the brand succeeds, it could become a flagship in the nutraceutical category, much like Chyawanprash did for immunity. As Dabur targets double-digit growth in both revenue and profit by FY28, Siens is set to play a pivotal role in the company’s future within the health and wellness industry.