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How Dabur Scaled Its Digital Wellness Revenue With Full-Funnel Performance Intelligence

About the Brand

Background

Dabur, one of India’s most trusted FMCG leaders, set a mandate for 2025: expand its modern wellness and lifestyle portfolio through scalable digital revenue. To accelerate growth across nutraceuticals, beauty, and preventive wellness categories, Digidarts partnered with Dabur to build a data-first performance engine aligned with product demand, seasonality, and inventory.

Objective

To accelerate Dabur’s digital revenue with efficient, high-intent order growth by scaling performance across Meta and Google, strategically aligning campaigns with product availability and seasonal demand, and building a sustainable acquisition and retention engine that drives consistent, long-term growth.

Our Approach

A full-funnel performance framework combining persona intelligence, creative experimentation, analytics-driven planning, and real-time inventory alignment.

Mapped cohorts to lifestyle, wellness, and beauty-driven motives.
Wellness & lifestyle (working women, fitness-focused audiences)
Beauty & transformation segments (hair, skin, nails)
Corporate professionals with high-stress routines
Men’s fitness & multivitamin audiences
Scaled using Broad + ASC + Lookalikes built on CRM + repeat purchases

Sequential evolution: Product-first → Lifestyle → Expert UGC
Video UGC with dermatologists & nutrition experts
Benefit hooks around fatigue, stress, immunity & glow
Seasonal messaging: Monsoon Immunity, Winter Wellness, Festive Glow
Result: Expert-UGC led to a sharp boost in CTR & CVR across categories.

GA4 insights shaped growth decisions.
Identified top-converting SKUs & landing pages
Analysed session → cart → purchase drop-offs
Built weekly + monthly performance dashboards
Improved product prioritization by demand signals

Performance is scaled only when supply & demand are aligned.
Seasonal pushes: Summer → Collagen, Winter → Multivitamins
Spend ramp-up only when inventory is backed by high-velocity SKUs
Prevented wastage during low-stock phases