Modernising A Heritage

Q] Why was this the right time to reinvent Lacto Calamine and how do you modernise a heritage brand?
We are extremely excited about Lacto Calamine. The brand has been performing well, and we are equally excited about what lies ahead. Every consumer I’ve met knows Lacto Calamine. It has been used for generations and its role in skincare has remained consistent. What is evolving is the way we articulate that relevance today.

Consumers, especially Gen Z, are now making decisions based on transparency, ingredients and results. The formula remains the same because it already delivers on efficacy. There was no need to change that. The refreshed identity sharpens how the brand communicates, strengthens storytelling, simplifies design and brings clarity to benefits across touchpoints. This evolution is not about changing what people love, but about presenting it in a way that reflects how society understands and adopts skincare today.

There are four aspects we are particularly excited about. One is the strength of the iconic legacy of Lacto Calamine, a brand that has been part of Indian households for over six decades. Second is sharper positioning - Lacto Calamine is positioned as the oily-skin expert. There is no other brand in India or globally that focuses entirely on this space. Third is delivering the same trusted formula in more practical, contemporary formats. Fourth is building portfolio depth aligned with real-world skincare behaviour, supported by multi-channel scale and digital influence. These together form the foundation of our growth journey.

NDTV appoints Siddharth Narula as Revenue Head – NDTV 24x7 & Profit Brand Studio.
He has over 25 years of experience in media and digital revenue leadership.

Read the full story: https://t.co/pQgWlM3B14@ndtv #SiddharthNarula#e4m #NDTV #SiddharthNarula #RevenueLeadership… pic.twitter.com/LASEWzbUEL

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RAS Beauty Private Limited co-founder and CEO Ms Shubhika Jain said: "We have been inspired by Dabur's 141-year legacy of building purpose-led, trusted consumer brands. Dabur has proved that nature, science, and consumer trust can coexist at scale, and that is exactly what we are building at RAS. This investment will enable us to accelerate our omnichannel presence, deepen our R&D capabilities, and invest in brand and team building, all in pursuit of our longer-term goal of making RAS a leading name in Indian luxury skincare, at home and globally, while staying true to our core values.”

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