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Patanjali chalks out multiple brands strategy to take on toothpaste leaders

The company has lined up three more sub-brands under its Dant Kanti brand as it eyes at increasing its market share and become one of the top three players in the toothpaste market

The competition in the country’s toothpaste market is all set to heat up as Baba Ramdev’s Patanjali will soon launch three new variants under its Dant Kanti brand to take on the likes of Colgate, Close-up, Dabur Red Paste, Pepsodent and Sensodyne.

The new variants to be called Dant Kanti Red, Dant Kanti Fresh Active Gel and Dant Kanti Aloe Vera are likely to hit the market in a month’s time. Patanjali is expecting to increase its market share in toothpaste category through these new variants.

Market leader Colgate holds more than half the share in the toothpaste and toothbrush categories through its various brands. In the Q1FY18, Colgate had a market share of 54.3 per cent.

On the other hand, Patanjali emerged as the country’s fourth largest toothpaste company with a market share of 6.2 per cent in the first quarter of FY18, an increase of 4 per cent from last year’s 2.2 per cent, according to various reports. Patanjali Dant Kanti has outpaced Hindustan Unilever's Pepsodent, Colgate's Active Salt and GlaxoSmithKline's Sensodyne.

According to Patanjali Spokesperson, SK Tijarawala, the company, which posted a record turnover of Rs 10,000 crore last fiscal, will launch toothpaste products as per dental care needs of every age group.

The toothpaste brand got almost Rs 940 crore in revenues for Patanjali in last fiscal, almost 10 per cent of its total revenues.

“Our strong research and development in the area enables us to make products that provide solutions to people’s dental care problems based on their age and dental care needs. For every age and every dental care needs we will provide solutions,” he told

Talking about the plan to increase the share of its toothpaste brand in the market, which is currently nearly 6%, Tijarawala said, “We don’t really have to do anything differently. We have already got the trust of people which is cementing further because of our product quality.”

Alarmed by the Patanjali’s increasing penetration in the toothpaste segment, all popular brands have already launched their herbal sub-brands as Ayurveda as a category has seen substantial increase in recent years. Colgate and Hindustan Unilever (HUL), over last one year, have launched specialised herbal products to compete with Patanjali.

Tijarawala said that the multi-national companies (MNCs) have been forced to launch herbal products because of Patanjali’s success and are now copying its products. “For years, these people have mocked Ayurveda. They called us orthodox and traditional and today they are copying us.”

He said that since these MNCs know very little about principles of Ayurveda, they were slated to be doomed in this segment.

“They’re not even selling pure herbal products. You can’t go anywhere by just copying somebody. We follow the principles of Ayurveda and what they do is just add a few ingredients for the namesake. Things don’t work like that,” he said.

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