INDIA’s TOOTHPASTE WARS

 Herbal Toothpaste market in India is the most target by the firms.

 Herbal toothpaste market is of 10,000 Crore approx (**HDFC
Securities)
 HUL and Colgate has lost their decent market share to Patanjali
 Ayurveda or herbal-based products now constitute about 20% of
the total oral care market, as compared to zero even 10 years ago.
 Patanjali’s hit toothpaste brand, Dant Kanti, costs Rs40 for a 100
gram tube, while similar products from Colgate and HUL cost
anywhere between Rs55 and Rs100. While Colgate is still a
market leader by many miles, its market share has dropped to 53%
from 57.4% in 2015
 Colgate gave away 30 million samples of Vedshakti at the Kumbh
Mela festival in India to drive penetration.

 The growth in the urban market has been largely by the Gel
Segment. Presently, a large chunk of the Market is still held by
Colgate
 Toothpaste Market Breakup (~Rs 80bn)

Toothpaste Per Capita Consumption (gms) Others, 17%

800
603
458 CHIN
600
312 A Patanjali,
212 158
400 11%
Colgate,
200 54%
brazil USA india
0
Dabur, 12%
Source: Colgate-Palmolive, HDFC sec Inst Research

HUL, 17%
Rural and Urban Penetration
100 92 Source: Company, HDFC sec Inst Research
74
80
60

40

20
Urban Rural
0
Source: Colgate-Palmolive

Figure 1: Colgate Max Fresh India