Dabur partners with Accenture to scale AI

Dabur has signed a multi-year agreement with Accenture to expand artificial intelligence use throughout its core operations. The consumer goods company aims to use the technology to refine demand forecasting and boost supply chain efficiency. This move comes as manufacturers increasingly rely on automation to safeguard their margins amid a shifting market.

The collaboration, announced on Tuesday, focuses on building a unified enterprise data foundation. It will merge structured and unstructured information into a centralized data lake. This architecture is intended to power AI-driven decision-making in finance, procurement, marketing, sales, and supply chain units.

Dabur plans to deploy AI-enabled control towers and digital dashboards. These tools will offer real-time visibility into business performance. Advanced analytics will be used to identify revenue growth opportunities and optimize costs while improving end-to-end operational visibility.

From Cloud to AI Integration

This initiative represents the next phase of Dabur’s digital overhaul. The company previously migrated its core applications to the cloud in 2023, making it one of India’s earliest cloud-only FMCG enterprises. Accenture served as the implementation partner for that migration as well.

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This progression suggests a maturity in the company’s strategy that is often missing in early digital transformations, where cloud adoption is treated as a destination rather than a prerequisite for advanced intelligence. By building on the cloud infrastructure established last year, the firm is positioning itself to handle the heavy data processing loads required for real-time AI analysis without the friction of legacy systems.

As part of the new program, Dabur will introduce generative AI-powered conversational assistants. These assistants will allow business users to query enterprise data in natural language and access insights faster without relying on traditional reporting systems that often require manual effort.

Shifting from Pilots to Production

The companies stated the transformation will prioritize high-impact use cases. The focus is on value realization, spend optimization, and EBITDA margin expansion. This approach marks a departure from earlier enterprise AI programs that often prioritized experimentation over concrete results.

Manas Mehra, Global Chief Information Officer at Dabur India, outlined the strategy. “At Dabur, our AI strategy is focused on enabling faster, more informed decisions in response to evolving consumer expectations and dynamic market conditions,” he said. He noted the goal is to build a “digital brain” on a strong data foundation.

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The partnership also involves redesigning operating models and governance. Workforce capabilities will be updated to support AI adoption at scale. This reflects a broader shift among Indian consumer goods companies from isolated pilots to enterprise-wide reinvention.

Ankur Chaudhary, Managing Director and Lead for the Products Group at Accenture, commented on the sector’s challenges. He said FMCG companies face growing operational complexity due to changing consumer behavior and diversified product portfolios. Embedding AI into core processes will enable faster decisions and stronger demand sensing.

For Accenture, the deal adds to a portfolio of AI-led programs with major brands. The firm has expanded its work with Unilever to deploy generative AI and data-driven manufacturing. In India, it has recently collaborated with Malabar Gold & Diamonds and Mankind Pharma on modernization efforts, alongside its expanding ecosystem partnerships with AI companies including OpenAI and Anthropic to help clients move from pilots to production-scale AI deployments.