Dabur partners with WNNR to boost first-party data play

Dabur India has entered into a strategic partnership with WNNR to strengthen its first-party data capabilities for its ecommerce platform, daburshop.com, as the company sharpens its focus on privacy-led digital engagement.

The collaboration will see WNNR deploy its gamified data intelligence solutions to help Dabur build deeper consumer insights while ensuring consent-driven data collection and transparency across digital touchpoints.

“Consumer trust and data stewardship are at the heart of Dabur’s digital vision. Partnering with WNNR enables us to better understand and delight customers while ensuring privacy and transparency,” said Rajeev John, executive vice president – marketing at Dabur India. He added that the company aims to set new benchmarks in ethical, data-driven marketing through gamified engagement.


WNNR said the partnership will focus on reimagining consumer interfaces with a “delight-first” approach, where micro-interactions generate consent-led signals to build progressive consumer intelligence even before transactions take place.

“Dabur’s openness to reimagine the consumer interface gave us the latitude to engineer every touchpoint to prioritise user experience while building meaningful data layers,” said Trilokjit Sengupta, cofounder & head of product and design at WNNR.

Abhishek Mehta, lead – digital marketing at Dabur, noted that the initiative aligns with the company’s push to combine engagement with outcomes. “While gamification has long existed in the digital ecosystem, we are now focussing on gamification with clear, measurable outcomes,” he said.

Trigam Mukherjee, cofounder & CEO of WNNR, said the collaboration underscores how Indian brands can build privacy-compliant, actionable insights while reducing reliance on opaque data ecosystems. “Our vision is to empower brands to own customer relationships and create long-term value,” he added.

The move comes amid increasing industry emphasis on first-party data strategies as brands seek greater control over customer insights in a privacy-conscious digital landscape.