India, Nov. 7 -- Last Friday, Dabur India, maker of Vatika shampoo and Real fruit juices, said it had set aside Rs.500 crore to invest in new-age, direct-to-consumer brands through an investment platform steered by Abhinav Dhall, executive director and head of corporate strategy at the company. The money will back premium products in the wellness, beverages, foods, personal and health care space, it said.

Dabur's ambition to back premium brands isn't misplaced as that's where higher growth for companies across product categories is coming from whether they sell fast-moving consumer goods, electronics and appliances, smartphones, beauty and personal care or apparel. With people picking up more aspirational products, companies are building...