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SAVLON® antiseptic helps heal without hurting. It contains a
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phe two largest players in the toothpaste market are Colgate and Hindustan Lever and they are
constantly battling for leadership in this segment. Colgate has a market share of 49 percent and
Hindustan Lever has a market share of 36.5 percent. phe two players are more concerned to increase
their market share but have not focussed seriously on increasing their market penetration to achieve
this. phey have both been targeting the urban market more. Both HLL and Colgate have been
concentrating their advertising and marketing expenditure towards this segment but despite this the
toothpaste market is growing at only a single digit rate of 5 percent per annum, which shows that the
urban segment is fairly saturated.
Colgate Palmolive is the leader in Indian toothpastes having a market share of 50% in 2009. HUL
follows with 28%. It¶s Close-Up has a market share of 17% and Pepsodent 11%, according to AC
Nielsen data. Since 2007-08, analysts said HUL has lost 8-10% market share in oral care.

Another player, Dabur, enjoys 10% share through its portfolio of Red poothpaste, Promise, Meswak
and Babool.

Recently, GlaxoSmithKline Consumer forayed into the sector by launching Sensodyne (though it was
available as an import earlier), a toothpaste brand for sensitive teeth.

phe segment saw a new entrant ² theFuture Group launched its Sach brand recently.

In 2005, P&G acquired phe Gillette Company, which gave it the OralB brand. P&G India sells
toothbrushes under OralB brand in India, sales of which, Duggad says, are growing at 40% annually.
He values the brand at Rs 180 crore.

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India's per capita consumption of toothpaste is very low. phis is because 74 percent of our population
live in rural areas and hence they are not conscious about personal health and hygiene. As the
penetration level of this rural segment is at a low of 30 percent, this means that only 200 million of our
740 million rural population uses toothpaste. phe penetration levels of the rural toothpaste market is
only 30 percent providing a gaping scope for improvement as compared to the urban market
penetration of 70 percent. On an all India basis penetration is still low at 35 percent, due to higher
population in the rural areas.

Market share of toothpaste kings

phis data shows that in order to penetrate into the toothpaste market savlon has to target rural
population as there is scope for growth and earn substantial market share.

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India's per capita consumption of toothpaste is one of the lowest in the world, it currently stands at 70
grams as compared to the global average of 362 grams. phis is because 74 percent of our population
live in rural areas and are not well versed with personal health and hygiene. As the penetration level
of this rural segment is at a low of 30 percent, this means that only 200 million of our 740 million rural
population uses toothpaste. r c
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In the long term however toothpaste players have a tremendous potential to grow in this market. phe
reasons being that income levels are rising and the population is becoming more aware of personal
hygiene. po add to this there is an increase in literacy levels across the country. As media will play an
important role hence advertising keeping the rural Indian in mind will provide the much needed
impetus for growth to this market.

phe penetration levels of the rural toothpaste market is only 30 percent providing a gaping scope for
improvement as compared to the urban market penetration of 70 percent. On an all India basis
penetration is still low at 35 percent, due to higher population in the rural areas.

phe successful players in this segment will be those companies who will be able to change the
mindset of rural India and convince them to change their habits of using local black powder and
chewing sticks to toothpaste. phey will without doubt emerge to be the winners in the growing
toothpaste industry.

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