India: Colgate to launch herbal toothpaste

In a bid to keep pace with rapidly-expanding ayurvedic specialist Patanjali, health and household care multinational Colgate-Palmolive has announced the launch of a new herbal toothpaste for the Indian market, according to a report in the Economic Times.

Colgate Cibaca Vedshakti is said to have been launched in response to a growing preference for products with natural ingredients and, at a retail price of around 50 INR ($0.75) for a pack of 175g, is said to be about 30% cheaper than Patanjali Dant Kanti toothpaste.

“In India, the consumer believes strongly in natural ingredients. A toothpaste launching this quarter under the Cibaca sub-brand is Colgate Cibaca Vedshakti”, said Bina Thompson, senior vice-president at Colgate-Palmolive.

“The positioning is a toothpaste packed with the goodness of natural ingredients to help keep dental problems away”, added Thompson.

Source: Economic Times