INTRODUCTION

Historic Perspective of Oral Care

Although toothpaste was used as long ago as 500 BC in ancient Egypt, China and India, it
was not until the 19th century that toothpastes came into general use. Ancient tooth powders
used abrasive ingredients such as crushed bone, burned and crushed egg, snail or oyster
shells, which were used to clean debris Irom teeth. First 'modern' toothpastes in the 1800s
were homemade, with chalk, soap and salt as common ingredients and were sold in jars either
as a powder or paste. A dentist in US was the man who invented tooth paste tube, in 1892.
The most important breakthrough in the history oI toothpaste was the addition oI Iluoride in
toothpaste in 1914. Fluoride use in toothpastes became widespread much later in the 1950's.
The toothpaste history in India can be tracked back Irom 1975 with 1200tonnes oI toothpaste
produced by the toothpaste industry. Prior to the toothpastes Oral Hygiene was the domain oI
local homemade powders ayurvedh practitioners. With the entry oI Colgate in Indian
marketplace the awareness about Oral care and the importance oI oral care came into being.
Industry Profile
The oral care market is largely represented by the toothpaste and toothbrush segments. Other
products in this category are mouthwash, oral spray and oral rinse. The domestic oral care
market is estimated to be Rs 44 billion, with the toothpaste segment having a maximum share
oI 7173 per cent.
Per capita consumption and penetration oI oral care products in India is considerably low as
compared to other countries like China and the US, consequently presenting strong growth
opportunities. Similarly, consumer up trading oI oral care products poses considerable growth
potential. The shiIt in demand Irom toothpowder to toothpaste and increasing rural
penetration oI the oral care product are the two vital growth drivers Ior the industry. In
200910, the toothpaste market grew by about 6 per cent, whereas the toothpowder market
declined by about 5 per cent.
Oral care is a mass market segment. Currently, while the rural market drives volume growth,
value growth comes Irom consumer up trading and prudent price hikes. The Indian oral care
market also oIIers signiIicant opportunities to enhance penetration, which is comparatively
larger in urban areas (65 per cent) than rural areas (35 per cent). However, increasing
disposable income in rural areas has the potential to augment the oral care market.
(A.C. Neilson 2010 report)
Different 1ypes of 1oothpaste
Today you can Iind in the market many diIIerent types oI toothpastes, with a variety oI active
ingredients Ior speciIic dental problems, more than ever beIore in the history oI toothpaste.
Some oI the types oI toothpastes that are available today in the market are :
nti-Caries / Cavity Protection toothpastes contain Iluoride to stop tooth enamel
decalciIication and protect teeth Irom tooth decay and cavities
Plaque & Gingivitis Prevention toothpastes have additional antibacterial ingredients to Iight
the growth oI bacteria and the Iormation oI dental plaque
Tooth Whitening toothpastes have either higher abrasion value than normal tooth pastes to
mechanically remove Iood, smoking and other stains Irom teeth, or/and special ingredients as
Peroxide Ior teeth bleaching and whitening
Sensitivity toothpastes contain desensitising agents to relieI those with tooth sensitivity
problems Irom the acute pain when teeth are exposed to hot or cold temperatures or sweet
and sour Ioods
Tartar Control toothpastes contain pyrophosphates that reduce new tartar build-up (but they
can't remove the existing tartar)
Fresh Breath toothpastes contain enhanced Ilavouring agents along with anti bacterial to
Iight halitosis and provide Iresher breath
For Children with pleasant Ilavours and colours Ior kids, and lower concentration oI Iluoride
(500-1000ppm) to prevent cases oI Iluorosis
OR CRE INDUSTRY IN INDI
Oral care market in India which accounts Ior about 16 oI the overall personal care market is
witnessing growth with a Iair share oI national and regional players. Value-added products
are gaining popularity especially in the urban areas.


Sector Highlights:
4 Specialty dental clinics and pharmacies that cater speciIically Ior dental requirements
are set to become more popular in the coming years
4 Value-added oral care products like mouthwash, dental Iloss, teeth whiteners are
expected to drive the oral care market
Category Segmentation
The market can be segmented into mouthwashes, toothpastes, toothbrushes and tooth
powders.
O outhwash market in India is valued at Rs 74crore and is expected to reach
Rs 89crore by 2012
O Toothbrush market is valued at Rs 539crore
O Tooth powder market is reducing. It is valued at Rs 497crore and is expected
to reduce to Rs 458crore by 2012
O Toothpaste market is estimated at Rs 2,866crore and is expected to reach Rs
3,226crore by 2012. This segment constitutes oI Regular segment and Low price segment,
having SKUs Irom 50gm, 100gm, 150gm, 200gm and 250gm.
Source: Business Standard
arket share of individual category
O Toothpaste-74
O Toothbrush -13
O Toothpowder- 11
O outhwash -2
PERCPIT CONSUPTION ND CONSUER BEH'IOUR
As per data provi ded by FDI World Dental Federat ion, the dental caries report ed
per capita in India is about t wice oI t hat report ed in Scandinavian countries,
whereas t he annual consumpt ion oI sugar by a person in India is halI oI that oI
someone i n Sweden. This can be attribut ed t o the Iact t hat t he per capit a

consumpt i on oI oral care product s like t oot hpast e in India is a meagr e 127 grams
as compared t o Europe, where it is over 300 grams. Surprisingl y even t he
Chi nese and alaysian cit izens consume much more t oot hpast e t han t heir Indian
count erpart s, wit h t heir consumpt ion levels est i mated at 255 and 304 grams
annually. In rural areas oI India, t he penetration oI oral care product s is just one
t hird oI t hat in urban areas.
While 60 oI toothpaste is sold on the Iamily platIorm, around 35 is sold on cosmetic
propositions. On the other hand, while toothpowder accounts Ior 52 oI the market, red
toothpowder accounts Ior 40 and black toothpowder accounts 8. Traditional materials
such as neem and tobacco are popular Ior cleaning in the rural areas. Frequency oI usage Ior
toothpaste is only 1.5 times among other consumers, compared with 2 times in the developed
world. Per capita consumption oI toothpaste is only 70 gm compared with 300 gm. Given the
low per capita consumption and penetration rates, toothpaste demand is mainly being driven
by the overall market growth oI 8-10. Toothpowder growth is also being driven by the rural
segment
PYERS & PRODUCTS ONG WITH THEIR STRTEGIES
ajor players in Indian oral care industry with market share Ior FY 2010-2011
O Colgate Palmolive 47
O HUL 30
O Dabur 7
O Others -16
Colgate:
The company`s wi de oral care port Iolio oIIers a plethora oI products rangi ng Irom
toot hpast es, toothpowders and mout hwashes under the Col gat e brand and a speci alised
range oI dental t herapi es under t he banner oI Colgate Oral Pharmaceuti cals. For the
urban househol ds the company has positi oned gels, toot h whi teni ng t oot hpast es,
mout hwashes and its herbal brands under a premi um pri ce range, whil e l ong standi ng
products such as Col gat e dental cream, Cibaca and Col gat e t oothpowder are target ed at
rural and t he urban lower i ncome consumers.
Product/Marketing strategies.
1. Colgat e-Pal moli ve l aunched Col gat e Tot al 12 to compet e wit h Pepsodent as
Pepsodent made clai ms oI oIIeri ng prot ection Irom germs "t hrough t he ni ght". Thus
Col gat e i ntroduced a toot h past e that coul d supposedl y Ii ght germs Ior 12 hours.
2. Colgat e i ntroduced its brand Col gat e Activ Salt in the market wit h a uni que selli ng
poi nt oI having a dash oI "salt" i n the t oot hpast e.
Products of Colgate Palmolive
O Col gat e dent al cream
O Total
O Herbal
O Kids t oothpast e
O Advanced whit eni ng
O Acti ve salt
O Fresh energy gel
O ax Iresh
O Cibaca
HU
Cl ose up posit ioned as mout h Ireshener so coul d not compet e col gat e yout h oral
care brand
HUL launched pepsodent in 1993- pepsodent target ed chil dren. By 2000,
pepsodent priced 10 per 40 gm pack. Dishoomdishoom ad
Let Pepsodent Iight ger ms Ior you. Finall y, Hindustan Unil ever had hit bull`s
eye. Pepsodent `s market share went up Irom 10.96 per cent t o 13. 81 per cent i n a
matt er oI ei ght mont hs.
COSE-UP Products
O Close up red
O Lemon mi nt
O il k cal ci um
O Close up ment hol
PEPSODENT Products
O Pepsodent germi check
O Pepsodent whi teni ng
O Pepsodent 2 in1
O Pepsodent cetre Iresh
O Pepsodent gum care
O Pepsodent sensitive
O Pepsodent ki d
O Pepsodent Compl et e 10
O Pepsodent regular

4 Pepsodent Germi check 80gms 24/-175gms 52/-
4 Pepsodent 2 in1 150gms 54/ -
4 Pepsodent Complete 10 150gms 58/-
4 Pepsodent Regular 150gms 50/ -
4 Pepsodent Whitening 150gms 50.25/-
4 Pepsodent Centre Fresh 150gms 52/-
DABUR INDIA Lt d
Products
Under ite toot paste Dabur had Promise brand
erbal Dabur red
popular cat egor y-Dabur red gel,
economy segment
O babool neem
O eswak.
O Babool and dabur lal dant manjan powder


GSK consumer health care India
GSK introduced Sensodyne t oot h past e during January 2011. Start ed
popularising through Experient ial market i ng 'chill t ests. Currentl y GSK-10
share oI 209 crore i n sensitive t oot hpast e market segment.
$s launc report details
4 The toothpaste category in India sees Rs 2,720 crore oI annual sales, sub-
segmented in economy, popular and premiumt categories. OI this, urban India
comprises about Rs 1,850 crore. While economy includes Babool, Cibaca, Anchor,
etc and is estimated at Rs 530 crore, popular includes the Colgate Herbal, Promise,
Pepsodent and Close-up brands, with Rs 1,930 crore. Sensodyne is placed at the
premium category, with others such as Colgate Sensitive, Vicco, Colgate Total,
eswak and Pepsodent Sensitive, and is estimated at about Rs 260 crore, or about
eight per cent oI the total toothpaste market.
4 In this eight per cent, Sensodyne would be in stiII competition with many
strong regional players like Warren Pharmaceutical`s Sensodent and SensoIorm, with
two per cent, majors such as Colgate Sensitive with 0.9 per cent and JL orison`s
EmoIorm with about 0.6 per cent.
4 Industry experts say the sensitive toothpaste segment will grow to 12-15 per
cent oI the total toothpaste market in the next three to Iive years. GSK India expects
Sensodyne to be the number one player in this category and achieve about Iive per
cent market share over the next three years.
4 Sensodyne posted Rs 3,405 crore turnover globally last year and is reportedly
the Iastest growing toothpaste in the world, with a 17 per cent annual growth rate.
4 Sensodyne will be available across all major dentists clinics, chemists, modern
retail outlets and independent retailers, in two variants -- Fresh int Toothpaste and
Fresh Gel, priced at Rs 42 and Rs 45, respectively, Ior a 40g tube. Sensodyne Fresh
mint will also be available in a bigger 80g pack, Ior Rs 75.



HENKE INDI td
Neem act ive - Neem Active Toothpaste, enriched with the natural germ-Iighting properties
oI Neem, prevents cavities, bleeding gums and inIlammation. This unique Iormulation,
combined with mint, ensures a clean mouth-Ieel and Iresh breath all day long
FUTURE GROUPS
The Sach brand t oot h past eby Fut ure Group in all its ret ail shops said 2 have
sol d 25000 pieces in 3 days
Sach toothpaste will be available in white paste (100g) with Calcium & ineralsIor
stronger teeth
Red (80g & 150g) & Blue Gels (80g) with Dissolvable entho Cool Beads Ior long
lasting Ireshness
White toothpaste will have Spearmint Ilavour, Red will come with Icy Spicy Fresh & Blue
will have Icy inty Fresh Ilavours
arketing strategy : Sach toothpaste will give a mega consumer oIIering through its:-
Sach aster Blaster Pack which include 200gm + 100 gm white paste & Sach
Toothbrush FREE only for Rs. 74/- &
Sach aha Combi pack which is an innovative oIIering oI 200gm white paste 80gm red
gel & Sach toothbrush FREE also at Rs. 74/-. It`s a Iamily pack where Iamilies have a choice
oI their Iavorite Ilavour in a single pack.
HIY DRUG COPNY
Products
O Dental cream- available in 200, 100 & 40g pack
O Hiora K gum ailments, toothpaste
O Hiora GA- astringent gel
'ICCO
Vi cco`s t oothpast e brands incl ude Vi cco Vajradanti Paste-100gm 61 rs, Vicco
Vajradant i Sugar Free past e and Vi cco Vajradanti powder
CHEWING GU
Perfetti 'an elle India (Happydent Whi te)
Happydent Whit e is a coat ed Iunct i onal gum availabl e in Peppermi nt and Fruit Ilavours
wit h special ayurvedi c recipe. The brand`s positi oni ng is that chewi ng happydent
Whit e can gi ve you a sparkli ng smil e`. Happydent Whit e oIIers two sugar Iree vari ants
-- Prot ex Happydent and Happydent Whit e Xyl it. PerIet ti Van ell e`s very popular
Happydent Whit e Palace` advert isement is a case in poi nt
Products
O Happydent wave
O Happydent whit e SugarIree-
4 Prot ex happydent
4 Happydent with xylit
Available as Flip top pack, a Blister pack and also as mono pack
Centre Iresh is al so Irom PV Indi a Ltd
It is available in Spearmint, peppermint and Sweet mint Ilavours and in the Re 1 mono and 5 pcs Rs 6
stick.
entos and Chlor-mint also comes under PV India Ltd`s brand
Wrigley India Private td. (Orbit)
Wrigl ey`s Orbit sugar Iree chewi ng gum is endorsed wit h t he beneIits oI
provi di ng oral healt h, t eet h whiteni ng and curing gum diseases. It has also been
awarded t he Indian Dent al associat ion (IDA) seal oI acceptance as an oral care
product.
Orbit the oral care brand is widely available in a range oI Ilavours to suit all consumers
preIerences including Peppermint, Spearmint, sweet mint, mixed Fruit and WinterIrost


OUTHWSH
1ohnson & 1ohnson td. (isterine)
The company markets t wo variants i n mout hwash, Listeri ne and Cool mi nt List eri ne.
Listeri ne India as oI Sept ember, 2010 hel d a 70 share i n the OTC (Over t he Count er)
mout hwash market
Currently 3 Varaints oI Listerine are available in the market - Original LISTERINE, Coolint
LISTERINE and Freshburst LISTERINE
Elder Health Care td. (P)
The mout hwash brand was launched i n 2002. The variant s are AP Plus, Ior
regular use and AP Special, Ior smokers and t obacco chewers. Available in 120
/ 250 ml sku`s
O AP plus is the solution Ior complete Oral Care, it helps:
Plaque removal. Its Iluoride content inhibits cavity Iormation
and its herbal spicy Ilavor keeps your mouth tingling Iresh all day long
O The new improved Iormula oI AP special uses Triclosan, Ior
removing the plaque which a toothbrush leaves behind. The added advantage oI Fluoride
inhibits cavity Iormulation. oreover, the reIreshing taste oI Iresh mint, Ilavor leaves you
with tingling Ireshness all day long.
part from all tese players, tere is news on te wind tat P& is aving plans to
launc its international popul ar brand CRE$% in India.
noter parmacy by name Indoco remedies Ltd as $ensodent KF wic is being
marketed troug cemist outlets alone.












NUGGETS

Colgate Palmolive (India) Ltd, which is currently holding 75 per cent oI
the share capital oI SS Oral Hygiene Products Private Ltd, Hyderabad,
has acquired the remaining 25 per cent share capital Irom the local
shareholders at an aggregate price oI Rs 77.70 lakh. Consequently, SS
Oral Hygiene Products has become a wholly owned subsidiary oI the company
Pepsodent is Hindustan Unilevers one oI the leading oral care brand. Now pepsodent
oIIersconsumes a Iree dental insurance worth Rs1000/- on purchase oI any pack oI
pepsodent.The insurance given by pepsodent is in partnership with New India
insurance, Pepsodent hasSteadly gained market share Irom 16.4 to 17.3.
HULL Oral Care Today Commands anOverall 34.9 oI toothpaste market