Making a ‘Brown’ Ayurveda company into a ‘White’ Personal Care and Food brand


Post a business restructuring by Accenture in 2003, DY Works did complete brand rejuvenation for Dabur. The rejuvenated brand had to signify the 100 year old tradition, as well as the contemporary brand that it was today. Dabur, had to become relevant for a younger India.


The strategy was to go beyond the functional and benefit led perception of the brand into holistic emotive appeal. The concept of ‘celebrating life’ with beauty and wellness as its key propositions, was embraced by brand Dabur. The old logo was rejuvenated, energized and embedded with wellness cues.


Our relationship with DY Works goes beyond crafting brand identities into a genuine partnership which has had a significant bearing on our evolution and growth as an organization…. Often, they have gone beyond the brief and provided significant insights into the broader aspects of organization building.

Sunil Duggal