The Indian fast-moving consumer goods (FMCG) personal-care sector is experiencing renewed interest in natural, herbal, and Ayurvedic formulations. However, legacy brands face challenges in maintaining consumer mindshare amid competition from digital-first direct-toconsumer brands and established FMCG companies. This study examines the relationship between heritage brand equity and contemporary brand relevance, focusing on Vicco Laboratories among urban and peri-urban consumers in Nagpur, Maharashtra. A descriptive, quantitative survey design was used, with a stated sample of 100 consumers. The study considers generational brand recall, sources of brand awareness, perceptions of packaging aesthetics, trust in product efficacy, lifestyle appeal, and factors associated with switching to competing herbal brands. The reported findings indicate a generational divide: top-of-mind recall is 41% among respondents aged 18–25 and 97% among those aged 41 years and above. Among younger respondents, 88% reportedly perceive the brand as a legacy or traditional label. At the same time, respondents express substantial trust in the brand’s Ayurvedic composition (84%) and formulation quality (78%). Packaging is identified as a potential weakness, with 54% describing it as outdated, while family habit accounts for 46% of reported brand awareness and digital channels account for 9%. These results suggest a gap between established product trust and contemporary brand presentation. The paper proposes a cautious modernization strategy that retains the core identity while testing a contemporary sub-brand, strengthening digital communication, and improving availability through modern retail and quick-commerce channels. The findings should be interpreted in light of the convenience-sampling approach and the need to verify the underlying survey records.

Shubham Namdeo Battulwar, Dr. Atul B. Tekade, "Brand Equity and Digital Transformation of Vicco: A Study in Central India" International Journal of Scientific Research and Engineering Development, V9(5): Page(2009-2011) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.