Legacy FMCG Giants Revamp Heritage Brands for India's Premium Era

• India's legacy FMCG firms like HUL, Nestlé, Godrej, and Dabur are transforming traditional brands to appeal to modern, premium-seeking consumers.
• The shift is driven by Gen Z and Gen X consumers, who are less brand-loyal and demand evolved, lifestyle-led offerings.
• Examples include HUL's Lifebuoy moving to "skin protection," Nestlé's Maggi launching Korean-style noodles, and premium variants of Dabur's Vatika.
• Unilever launched Vaseline Lip Derma Therapy in South Korea, targeting Gen X/Z with a premium face-care approach, highlighting global recalibration.
• Premiumization is now a strategic priority, extending beyond metros to rural markets, requiring brands to be digitally fluent and culturally current.

Why It Matters: Legacy FMCG brands are evolving for a premium, youth-driven market, balancing heritage with modern relevance.