Colgate has come up as one of the most resurgent brands in the Indian market. The brand covers massive market in terms of volume in toothbrush and toothpaste sales. Colgate is one of the top performers in its category. But with new players entering the segment, Colgate has been resurgent and is ready to face all the challenges. The toothpaste sales of the brand rose by 11.4 percent in the past year and the that of toothbrush by 14 percent. Even as other players in the market hiked prices owing to inflation, Colgate showed restraint and focused on volume growth without increasing prices.
From a modest start in 1937, when hand-carts were used to distribute Colgate dental cream toothpaste, Colgate Palmolive (India) today has one of the widest distribution networks in India – which is a logistic wonder which makes Colgate available in around 43 lakh retail outlets in the country. The company dominates the Rs 3,500 crore Indian toothpaste market with more than 50 percent market share.
Since 1976, Colgate has worked very closely with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country. In 2004, as an additional effort to create awarenesss for good oral hygiene ‘Oral Health Month’ (OHM) was introduced. The strong relationship and the trust of generations of consumers, trade and the dental profession built over the decades of operations in India has made Colgate a trusted household name.