Mumbai, May 13 -- After five years of focusing on market share and consolidation, Dabur India is now actively shifting its strategy towards premiumisation and contemporisation, the company revealed during its latest investor call.

Mohit Malhotra, Chief Executive Officer of Dabur India Limited, stated that the company has formulated a fresh 7-point strategy to tap the market in the coming future.

Premiumisation is a marketing strategy where companies aim to make their products or services appear more high-end, desirable, and valuable, ultimately leading consumers to pay more for them.

Elaborating on the strategies, Dabur's CEO Mohit Malhotra said, "So if you look at the past 4 to 5 years, we've generally focused on increasing market sha...