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
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
