May 20, 2013: Toothpaste market in India is crowded with players like Babool, Pepsodent, Sensodyne etc. and dominated by Colgate will see one more new entrant. Procter & Gamble is all set to launch its first toothpaste in the Indian market which is valued at Rs.5,000 crore under the Oral-B brand. Indian market for P& G has been the smallest with just USD 1 billon sales coming in from this market. Earlier speculations have been ripe for many years about P&G launching its toothpaste in India under one of the world’s largest oral care brands ‘Crest’ but P&G sees the present time as the best time to take the plunge.
The Indian oral care market has seen an increase in organic sales of over 20 per cent in during this quarter. Speaking about the launch, Jon Moeller, CFO, P&G said “We will enter the toothpaste category in India this quarter, continuing the global expansion of our oral care business.” P&G which markets some of the biggest brands in India including Vicks and feminine hygiene brand Whisper expects 40 per cent growth from developing market and thereby generate USD 34 billon by the end of this fiscal year.