Product details

In May 2014, Colgate-Palmolive India Limited (Colgate) launched its new toothpaste ‘Colgate Maximum Cavity Protection Plus Sugar Acid Neutralizer’, in the Indian market. This toothpaste was launched by Colgate in order to fight against one of the growing oral care problems in India, namely, cavities, as a result of changing food habits. This newly launched toothpaste was a technological innovation in dental science, based on comprehensive scientific research that was conducted over a period of eight years. However, like Colgate, there were several other popular players in India’s toothpaste industry like Procter & Gamble, GlaxoSmithKline Consumer Healthcare Ltd and Hindustan Unilever Limited, just to name a few, which were considered to be some of the biggest rivals of Colgate. Hence, with competition heating up in India’s toothpaste industry, it remained to be seen whether Colgate would be able to retain its dominant position in the country’s toothpaste market with its innovative products and effective marketing strategies in the days ahead.