FMCG firm Dabur today said it is re-launching its hair care brand Vatika in a premium avatar and has roped in Bollywood star Priyanka Chopra as the ambassador for the same.

"In our endeavour to cater to our consumer's evolving hair care needs, we have relaunched Vatika, in a more effective, Best ever Vatika Premium Naturals avatar," Dabur India Ltd Category Head-Hair Care Ajay Motwani said in a statement.

The new Vatika Premium Naturals shampoo range, developed post extensive R&D, is fortified with natural hair care ingredients to deliver superior conditioning and hair care without the fear of harmful chemicals, he added.

The company said it will be launching a national media campaign featuring Priyanka Chopra to communicate the new Vatika Premium Naturals range.

"The brand has been moving forward on its strong growth trajectory and ended the second quarter with 40.2 percent growth. The new initiative is expected to further boost the growth momentum," Motwani added.

Shares of Dabur were trading at Rs 124.80 on the BSE in late afternoon trade, up 0.44 percent from its previous close.