Toothpastes: India
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Herbal toothpastes
The Times of India, Aug 11 2016
John Sarkar
Herbal toothpaste robs MNCs' shine
In a development that may prove India's growing penchant for herbal and ayurvedic products, homegrown companies such as Dabur and Patanjali have robbed market share from top MNCs such as Colgate and Hindustan Unilever (HUL) in the toothpaste category. This has prompted some of the larger players to launch `natural' products and price them competitively . Till now, it was only Haridwar-based company Patanjali, which had been playing the low-price card to disrupt the country's FMCG market.
Quoting data from research firm Nielsen, senior FMCG executives said Patanjali has gained market share at the fastest pace by cornering 2.1% of the pie in January-June 2016, compared to 0.5% in 2015. Dabur managed to increase its share to 12% during the first six months of 2016, as against 11.2% in the same period last year.
In comparison, market le ader Colgate-Palmolive and HUL saw a decline in their shares (see table).
“Baba Ramdev deserves credit for the explosion in the ayurvedic FMCG space. The amount of viral marketing that has happened over the last one year over Patanjali products is every marketer's dream,“ said Arvind Singhal, founder of retail consultancy Technopak.“Also, Indian consumers have a lingering mindset that products made by Western companies may have harmful chemicals, although scientifically it may not be true.“
The herbal and ayurvedic toothpaste market in India is pegged at around Rs 800 crore, which is nearly 10% of the Rs 7,500-crore toothpaste market in India.
Colgate-Palmolive launched two new toothpastes with natural ingredients.
