Brands
Real Activ Wowed by new design
MUMBAI: WOW Design, a strategic brand design consultancy, has collaborated with Dabur, renowned FMCG Company, to revamp the brand identity for its range of Real Activ Juices. Dabur intended to revamp its range of Real Activ juices that have no added sugars and vouch for a healthy juice, anytime, anywhere. With a record of successful revamp launches in their kitty, WOW Design was invited to impart a new look for the Real Activ range differentiating it from competition, on the shelf and in the minds of its consumers.
The brief to , the team at WOW Design was that the packaging and proposition story of the brand had to be needed a makeover such that it becomes a preferred choice to the health conscious consumer who walks an extra mile to enjoy an active life.
Working towards a new look for Dabur Real Activ Range, WOW Design conducted a detailed research based study. The key findings of the study were:
– The visual architecture of the existing Activ range resembles closely to the main range; diluting its differentiation from the sub-ranges.
– The core proposition of ‘Supporting Fit & Active Lifestyle’ missed precedence due to lack of effective packaging communication.
Hence, considering that the Activ range has varied offerings, WOW Design aimed to highlight the benefits of each range and establish them separately. For the same, they introduced two levels: Sub-Range – 100%, Fibre+ and Fruit-Veggie & its variants.
Scrutinizing the target group’s consumption and buying behaviour, helped in drawing useful conclusions. The concept of ‘Purposive Partner in Activ Lifestyle’ emerged from the brand’s core proposition of ‘Supporting Fit & Active Lifestyle’. This idea augmented a makeover of the visual architecture for differentiation. A key element, the ‘Right Tick’ emerged from as a strong design architecture.
Dabur Foods head – marketing Kumar Mayank said, “We at Dabur took WOW Design on board for revamping Real Activ, which is a critical brand in our beverages portfolio. I would have to say that the WOW Design team have a thorough understanding of the consumer pulse and they do their research very well to grasp the market dynamics.”
WOW Design partner & executive director Deepti Kshirsagar said, When talking to the consumer who are health conscious, we realised most of them are fence sitters and on lookout for products /brands that would propel them to actively pursue their fitness goals.”
WOW Design partner & executive director Saswata Das adds, “In terms of Dabur’s flagship beverage brand Real’s Brand Architecture, Real Activ stood as an offering for the more health conscious and fitness freak consumer.”
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
