The toothpaste industry in India offers significant growth opportunities as penetration and per capita consumption is still low. While awareness is increasing, the total market is 750 crores with a growth rate of 18.6% annually. However, per capita usage remains just 85gms per person leaving vast potential for expansion. Major players include Colgate Palmolive and Hindustan Unilever who have the highest market shares but many local and regional brands are also available.

1. Submitted By-
Deepak Singh Negi
Amity Business School
deepak2009negi@gmail.com
MBA-(General), Sec-A

2. INTRODUCTION
Earlier in India oral hygeine was the domain of local
home made ayurvedic powders or natural herbs. The
history of toothpaste in India can be traced back in
year 1975.Now the awareness regarding oral hygeine
in Indian society has increased with the different
brands of toothpaste.

4. Opportunities for Toothpaste
Industry In india
In India, oral care market offers huge potential as
penetration and per capita consumption of oral care
products is very low. However, rising per capita income
and increasing awareness is driving demand of oral care
products. Consumers have started switching to value-
added toothpastes like gels, mouth washes, and teeth
whitening products. In rural areas, consumers are
switching from toothpowders to toothpastes.

5. INDUSTRY OVERVIEW
Total market of 750 crores.
Growth rate of 18.6%
Per capita usage mere 85 gms per person.
Major player – Colgate Palmolive and
Hindutan uniliver

6. GROWTH PROSPECTS
Increased at a compound growth rate of 6.6%
between 2004-09
Rising income level i.e increasing purchasing
power of consumer
Large domestic market with population over a
billion
Untapped rural market

7. TOP TEN TOOTHPASTE BRANDS
 COLGATE (Coalgate Palmolive Ltd.)
 PEPSODENT (Hindustan unilever)
 CLOSE UP (Hindustan Unilever)
 SENSODYNE (GlaxoSmithKline)
 AQUAFRESH (GlaxoSmithKline)
 ANCHOR (Anchor health & beauty care Ltd.)
 DABUR RED (Dabur India)
 BABOOL (GlaxoSmithKline)
 MESWAK (GlaxoSmithKline)
 VICCO BAJRADANTI (Vicco Laboratories)

8. Industry Overview
Growth Rate
Toothpaste Sub Segment
Major Players
Per Capita Consumption
Penetration Level

9. GROWTH RATE
Growth rate of 18.6%
Registered a compound growth rate of 6.6% between
2004-09
 Changing spending pattern – with a increase in
purchasing power, there is a upward trend in the
expenditure incurred upon FMCG.
Changing profile and mindset – People look for
“MONEY FOR VALUE” rather than “VALUE FOR
MONEY”. Switching from economy to premium
brands

10. MAJOR PLAYERS
Colgate – Palmolive Ltd. (Market Share- 47.3%)
Hindustan Unilever Ltd (Market share- 30%)
Dabur India Ltd. (Market Share- 7.2%)
Other companies like Vicco, Patanjali, Promise etc.

11. Top 5 Brands - Market Share (2009)
Colgate Dental Cream 34%
Close-Up 14%
Pepsodent Complete 10 11%
Colgate Cibaca Top 5.7%
Colgate Fresh Energy Gel 3%
Other Brands 32.3%

12. Segments:
Popular Segment
Colgate , Pepsodent Declining
Low Price Packs
Cibaca, Babool Growing
Niche Products
Ayurvedic and Sensitive toothpastes
Stagnant
Freshness Segment
Colgate MaxFresh,Close Up,Anchor Gel Growing

13. Price-based Segments
Regular Segment: 100 gm: Rs 25-30
Low Price Segment: 100 gm: Rs 14-20
The Lower Price Point segment accounts for around
25% of total category volumes

14. INTERNAL EXTERNAL
SWOT
Analysis of the Toothpaste Industry

15. Strengths->
 Low operational costs.
 Presence of well known brands.
 Presence of established distribution network.
S

16. Weakness->
Low export level.
Low scope of investing in technology and achieving
economies of scale.
Me-too products which illegally depicts the label of
the established brands.
W

17. Opportunities->
Untapped rural market.
Purchasing power increase.
Low Dentist Population ratio 1:35000
People being aware of dental health.
Penetration level has increased with cable TV,
internet and FM radio stations.
O

18. Threats->
Stiff well established competitors.
Threat of Substitutes.
T

19. Porter's
Five Forces Analysis

20. HIGH HIGH
MED HIGH
Porter's Five Forces Analysis
HIGH

21. BRAND QUESTIONNAIRE FORM
PERSONAL INFORMATION
Name of Participant-
Address-
State-
City-
PIN-
Mobile-

22. QUESTIONNAIRE
Q1 Which particular toothpaste brand is generally
demanded by customers?
Q2 Which of these brands of toothpaste have customers
asked in the past or are currently demanding?
Coalgate
Pepsodent
Dabur Red
Close Up

23. Coalgate
Pepsodent
Dabur Red
Close Up
Q3 Which toothpaste brands have promotional
schemes and what are the prices and discount offers?
Coalgate
Pepsodent
Dabur Red

24. Close Up
Babool
Sibaka
Miswaak
ViccoTermeric
Q4 Are customers brand conscious when it comes to
buying a toothpaste?
Yes
No

25. Q5 Do you tell your customers about a certain brand to
purchase?
Yes
No
Q6 Which of the following brands do you always prefer
to customers?
Coalgate
Pepsodent
Dabur Red
Close Up
Babool
Sibaka

26. Miswaak
ViccoTermeric
Q7 What are the other variants these products have?
Coalgate
Pepsodent
Dabur Red
Close Up
Babool
Sibaka
Miswaak
ViccoTermeric

27. Q8 Where do u prefer buying brand from?
Distributers
Dealers
Agency
Wholesaler

28. Shops We Visted For Survey..

29. Thank You !