This document discusses the Indian toothpaste market. It notes that many Indians still clean their teeth traditionally rather than with toothpaste. Toothpaste consumption per capita is low at 82 grams and the dentist to population ratio is 1:35,000. This leads to low oral hygiene awareness and widespread dental disease, as less than 15% of Indians brush twice daily. Colgate and Hindustan Lever dominate the organized toothpaste market with over 85% share, while red and black toothpowder accounts for 35% of the toothpowder market. The market has a few large multinational companies and some domestic Indian firms producing herbal toothpastes.

1. -Submitted by
Shagun Lidhoo
Amreen Shakeel Sheikh
Stuti K Murthy
Tanya Godinho
Trishna Datta
Twinkle Bhatia

2. • Many people in India still clean their teeth with traditional products like Neem
twigs, Salt, Ash, Tobacco or other herbal ingredients.
• Average all India per capita consumption of toothpaste is a dismal 82gms. The dentist to
population ratio is a critically low 1:35000 in the country.
• This results in low oral hygiene consciousness and widespread dental diseases. Less than 15%
of the Indian toothpaste users brush twice a day.
• Colgate and Hindustan Lever together account for over 85% of the organized toothpaste
market. Red and Black toothpowder still accounts for 35%of the toothpowder market.

3. • The toothpaste market is characterized by the presence of few large multinational companies
like Colgate Palmolive India Ltd, Hindustan Lever Ltd, Procter & Gamble, SmithKline Beecham.
• Consumer health care and a handful of Indian companies such as Dabur, Anchor Health and
Beauty Products, Vicco Laboratories etc.
• Traditionally, Colgate and HUL were the main players in the toothpaste market of white and gel
form. Then Procter &Gamble joined the market.
• Domestic Indian companies like Balsara and Vicco industries used to produce the ayurvedic
range of toothpaste along with their other ayurvedic products.

4. Demographic Variables
No. of respondents
1) Age (years)
a) 15-18
b)18-25
c) 25-30
d) above 30
12
48
16
24
2) Gender
a) Male
b) Female
43
57
4) Occupation
a) Student
b) Professional
a) House wife
b) Business Man
56
24
8
12

6. Brand Satisfaction
35
Committed loyal buyers
30
25
Un-committed regular
buyers
20
Non-Users of brands
15
10
5
0
Un-committed buyers of
rival brand
Committed loyal buyers
of rival's brand

7. Active committed
Loyals : 30
Potential Loyals: 26
Pseudo Loyals: 20

8. Pricing factors
Sevice failure
Customer
switch
competitor
attractiveness
loyalty
incentives

9. Sl No.
Consumer
Committed loyal buyers of
1
Colgate
Strategy
Provide recognition to the existing loyal customers, in
order to make them Brand Advocates and Brand
Champions.
Un-committed regular buyers of
2
Colgate
Make them aware of the superior differential
advantage of the Brand through advertising and
promotional events.
Uncommitted regular buyers of
3
rivals
Do Market Research and recognize the needs of the
customers. Create awareness about the superiority of
the product and why has it been a leading brand.