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Colgate embraces ayurveda to defend its market leadership
Colgate-Palmolive (India) Limited, the market leader in oral care, on Thursday rolled out a new toothpaste, developed in-house based on the India’s age-old ayurvedic science, which the company believes will help it cement its position in the growing natural oral care segment.
Chennai: Colgate-Palmolive (India) Limited, the market leader in oral care, on Thursday rolled out a new toothpaste, developed in-house based on the India’s age-old ayurvedic science, which the company believes will help it cement its position in the growing natural oral care segment.
“Toothpastes made with natural ingredients account for 25 per cent of the total toothpaste sales in the country. But it’s the fastest growing segment. So, the new offering will strengthen our position in this space,” N K Santosh, Head- South, Sales and Customer Development, Colgate-Palmolive(India), told the media after launching Colgate Swarna Vedshakti, the company’s new toothpaste made using a unique blend of six natural ingredients including Tulsi, Aloe Vera, amla and neem.
The multinational oral care major entered into the natural toothpaste segment in 1990 with Colgate Herbal. The company expanded its offerings in this space with Colgate Active Salt and its variants. “With the new launch, we have yet again strengthened our existing portfolio of naturals brands. Swarna Vedshakti combines Indian natural ingredients with the latest in technology, providing a holistic oral care,” Issam Bachaalani, the company’s Managing Director, said in a statement.
Colgate-Palmolive enjoys 52.4 per cent market share in the Rs 7,000 crore oral care market in India, followed by Hindustan Unilever which has over 19 per cent with brands like Close-Up and Pepsodent.
By P Madhusudhan Reddy
