The Economic Times
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| 29 January, 2022, 12:25 PM IST | E-Paper
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    How oral care companies are trying to fight Patanjali

    Oral care segment turning to be more competitive with the growth of natural — ayurvedic & herbals segments — where Dabur and Patanjali (collectively holding ~75% market share) have led over Colgate.

    Synopsis

    After facing a phase of uncertainty that the aggressive entry of Patanjali brought to oral care markets, established players in the space have reorganised their product portfolio and have attempted a comeback. How much refocusing and moves into subsegments will help them keep the threat of disruption away, and will cost-push inflation once again bring margins under pressure?

    The Indian oral care market is worth around ₹15,000 crore, comprising segments like toothpaste, toothbrush, toothpowder, mouthwash and denture care. The toothpaste market is the largest segment at around 70% of the market. The market size of the toothpaste market is Rs 10,000-12,000 crore and is being led by Colgate Palmolive India Limited (CPIL). HUL was second on the list. But with the growth of the natural/herbal category in the oral care
    BY
    Gaurav Jain & Parimal Ade
    ET CONTRIBUTORS
    12 mins read, Last Updated:
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