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Our Bureau

Chennai , May 27

GILLETTE India Ltd launched a battery-powered toothbrush, Cross Action Power, in the marketson Tuesday.

According to Gillette's Regional Business Director, Mr Vipul Sabharwal, Cross Action Power combines a powered revolving head and crisscross bristles for manual brushing. It costs Rs 445, which is half the price of Gillette's another model in the market. . The lower pricing, achieved by the research and development wing at Kronberg, Germany, is aimed at widening the power-brush market segment. "It is no longer a niche product and will be available widely," Mr Sabharwal added.

Power brushes have been demonstrated to have superior plaque removing ability. The company will educate dentists and the public on its advantages and aggressively market the product, he explained.

The toothbrush market in India is estimated at Rs 500 crore, of which 1 per cent is under thepower brush category. The market is set to grow to 5 per cent in two to three years. In developed countries, power brushes account for about 35 per cent, he said.

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