Breaking News

P&G Takes on India

July 3, 2013

Enlists Bollywood actress to sell toothpaste

After playing second (make that third) fiddle to key rivals, Procter & Gamble executives hope one of Bollywood’s most popular actors can help it break the dominance of Colgate and Hindustan Unilever Ltd., which together control 73% of India’s toothpaste market.

P&G, which started selling its Oral-B Pro-health toothpaste in mainly urban centers in India in June, is using Hindi-movie actor Madhuri Dixit-Nene to endorse the brand. By enlisting mother-of-two Dixit-Nene, 46, P&G is targeting all age groups, said Harish Bijoor, who advises companies on brands.

P&G’s success in almost doubling market share for its Oral-B toothbrush brand in Asia’s third-largest economy encouraged the Cincinnati, Ohio-based company to enter the toothpaste market that Colgate has controlled for 75 years, said Abhijeet Kundu, an analyst at Antique Stock Broking Ltd. Its plan to focus on cities, where rival Dabur India Ltd. (DABUR) estimates 77% of the population use toothpastes, may restrict sales growth, according to Kundu, who estimates that it will take at least two years for the brand to get established.

In contrast, Colgate toothpaste has a market share of about 51%, while Hindustan Unilever’s Pepsodent and Close-Up dental creams control 22% of the market, according to Euromonitor International. The per capita consumption value of toothpaste in India is $0.4, compared with $2.9 in Malaysia and $2 in Thailand, according to a June presentation posted on the Dabur website. Only about 42 percent of people in the nation’s villages and small towns use toothpaste, data show.

 

Related End-User Markets:

blog comments powered by Disqus
  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Inspiring the Next Generation Of Personal Care Products

    Inspiring the Next Generation Of Personal Care Products

    March 1, 2016
    In-Cosmetics 2016 returns to Paris next month, April 12-14, 2016.

  • Davids and Goliaths

    Davids and Goliaths

    Christine Esposito, Associate Editor||November 2, 2015
    Big brands dominate the oral care category, but a cadre of smaller players vie for customers looking for alternatives.