Dabur India has established dedicated Global Capability Centres (GCCs) for information technology and digital marketing as the FMCG major accelerates its digital transformation strategy with a sharper focus on artificial intelligence, data driven marketing and enterprise technology.
The company has created two specialised centres, an Information Technology GCC and a Digital Marketing GCC, aimed at strengthening its digital infrastructure while building in-house capabilities across AI, automation, analytics and marketing technology. The initiative is part of Dabur's broader strategy to improve operational efficiency, deepen consumer engagement and support long-term business growth across domestic and international markets.
According to the company, the IT GCC will serve as the backbone of its digital ecosystem by bringing together enterprise technology, cloud infrastructure, cybersecurity, analytics, business transformation and Generative AI capabilities. The centre is designed to help modernise business operations while enabling smarter decision making through data and AI powered insights.
Alongside the technology hub, Dabur has established a Digital Marketing GCC that will function as its next generation marketing engine. The centre will leverage artificial intelligence, advanced MarTech tools, automation and first party data to enhance audience segmentation, content intelligence, campaign optimisation and real time performance tracking. The objective is to deliver more personalised consumer experiences while improving marketing effectiveness across markets.
The move reflects a wider trend among consumer goods companies that are building internal digital capability centres to reduce dependence on external partners while strengthening data ownership and marketing agility. Organisations are increasingly investing in AI enabled marketing infrastructure that allows creative production, campaign execution and performance measurement to happen within integrated technology environments.
Commenting on the development, Dabur Global Chief Executive Officer Mohit Malhotra said the new GCCs represent the company's commitment to becoming more agile, intelligent and consumer centric through digital transformation. He said the centres will help strengthen innovation, improve execution excellence and bring global best practices into Dabur's operations while preparing the organisation for future growth. Global Chief Information Officer Manas Mehra added that the combined technology and marketing capabilities will enable the company to unlock new efficiencies, improve consumer engagement and accelerate innovation.
Industry experts note that marketing capability centres are evolving beyond traditional campaign execution. Modern GCCs increasingly combine customer data platforms, AI driven analytics, automation, content operations and marketing intelligence within a single ecosystem. This enables brands to respond more quickly to changing consumer behaviour while improving campaign precision and return on investment.
For FMCG companies, AI has become increasingly important across demand forecasting, consumer insights, media optimisation, personalised communication and digital commerce. Marketing organisations are also adopting automation to streamline creative workflows, optimise audience targeting and improve measurement across multiple digital channels.
Dabur's latest investment aligns with the broader transformation of India's GCC landscape. While global capability centres have traditionally been associated with multinational corporations, Indian enterprises are increasingly adopting the model to centralise specialised digital capabilities and support global operations through technology, AI and analytics.
The establishment of the two GCCs also signals Dabur's intention to embed artificial intelligence more deeply into both enterprise operations and consumer engagement. As AI becomes central to marketing execution, companies are investing in in-house expertise that combines technology, creativity and data to support faster decision making and more relevant customer experiences.
With dedicated centres focused on technology and digital marketing, Dabur is positioning itself to build stronger AI capabilities while creating a more connected marketing and technology ecosystem. The initiative reflects how consumer brands are increasingly treating AI, automation and MarTech as core business capabilities rather than standalone digital initiatives.
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