New Delhi, Feb 3 (PTI) – FMCG giant Dabur has secured the position of the second-largest player in India's oral care segment within modern trade channels, CEO Mohit Malhotra announced on Monday.
The company, which markets its oral care products under Dabur Red Toothpaste and the premium brand Meswak, registered a 9.1% growth in the segment during the last quarter. Malhotra highlighted the immense potential of this market, stating that their gel toothpaste portfolio witnessed a remarkable 50% year-on-year growth this quarter.
"Dabur Oral Care is now the second-largest brand in modern trade across India," Malhotra noted during a post-earnings call. He further emphasized that despite facing stiff competition from premium brands in modern trade, Dabur has successfully secured the second spot in this channel.
Gaining Ground Against Market Leaders
The Indian oral care market is dominated by Colgate Palmolive, while Hindustan Unilever (HUL) holds the second position with brands such as Pepsodent, Closeup, and Ayush. However, Dabur is rapidly making strides in the segment, fueled by the increasing popularity of herbal and ingredient-based toothpaste variants."Dabur Red is performing well, benefiting from the 7% growth in the herbal toothpaste category, which has outpaced the 5% growth in the non-herbal segment," Malhotra explained.
Dabur's oral care portfolio includes a mix of flagship and specialized products, including:
- Dabur Red Toothpaste – Flagship herbal offering
- Meswak – Premium segment
- Babool – Entry-level market
- Dabur Lal Dant Manjan – Traditional dental care
- Herb’l Toothpaste Range – Infused with Clove, Neem, and Tulsi
Expanding Portfolio to Address Market Gaps
Acknowledging gaps in its oral care range, Malhotra stated that Dabur is actively working to introduce new variants catering to sensitive teeth, bleeding gums, and teeth whitening needs. "Last year, we successfully addressed the gel toothpaste segment, and now we are working on filling gaps in other categories," he added.Meanwhile, Meswak, Dabur's premium toothpaste, registered 16% growth, particularly in South India, where the company has engaged Telugu superstar Nagarjuna for promotions. "Celebrity endorsements have significantly boosted Meswak’s performance in the South," Malhotra said.
With a steady increase in market share and category-leading growth, Dabur aims to strengthen its position further in India's competitive oral care landscape.
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