Why is Darth Vader selling toothpaste for Dabur?

With increased competition within the country, the world leader of Ayurveda brands, Dabur, is looking to acquire and expand. It wants to change its story and focus on a new target consumer.

For example, the company's toothpaste brand Dabur Herb'l Charcoal recently collaborated with Disney for its Star Wars franchise and hired Darth Vader as its chief innovative officer. Just last year in October, it also acquired a 51% stake in Badshah Masala, one of the country’s leading spices companies. 

But why is the over-hundred years old established company trying so hard to change its narrative? 

Tune in.

Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.