KP Namboodiri’s — the toothpowder company in Kerala famous for offering its flagship Dantadhavanachoornam product to Lord Krishna in Guruvayoor — turned 100 this year. But the company, established by Kolathappally Pothayan Namboodiri in 1925, is certainly not long in the tooth — rather, with the new branding and design adopted a few years ago, it is looking rather youthful. And it is chewing on more things increasingly.
KP Bhavadasan, the third-generation Managing Director of KP Namboodiri’s, who was instrumental in diversifying the company’s product range into haircare and skincare when he took over the reins in 2000, says that in its centenary year, the company is focusing on further expanding its footprint in the personal care segment.
He says the entry into the personal care segment has helped the company achieve double-digit growth amidst stiff competition from MNCs.
“The growth has been possible thanks to rising consumer acceptance for herbal care products, which has necessitated us to go for new production lines. We are in the process of setting up a new ₹40-crore manufacturing facility in Thrissur, which will be operational this year,” says Bhavadasan. This adds to the four production units the company already has — three in Thrissur and one in Palakkad.
“Higher consumer acceptance for herbal care products, especially after Covid, augurs well for regional players like us to remain competitive in the market,” stresses Bhavadasan. The brand’s ‘back to nature’ positioning and its rejigged visual identity, with dashes of green added at the base of the red name logo and a leaf-shaped apostrophe emphasising natural ingredients, seem to be working.
Bhavadasan expects the growth trend to continue as the brand is now combining its strength in traditional markets, where it commands loyal consumers, with a big push into modern trade and online sales platforms to attract newer consumers. It has its own online store and is also venturing deeper into rural markets.
Today, the company has in its kitty 27 products across various segments of haircare, skincare and oral care. The entry into the soaps category has also received encouraging market response, he says.
Besides Kerala, the company has a presence in Tamil Nadu, Andhra Pradesh, Karnataka, Telangana and Maharashtra, and also caters to buyers in the GCC, Singapore, the US, Russia and Europe.
Quoting an AC Nielsen study, Bhavadasan says KP Namboodiri’s is the leader in Kerala in herbal ayurvedic toothpaste sales, clocking the highest share of an estimated ₹460-crore market. The usage of its own R&D for manufacturing also helped create a brand, he says.
Legacy associations
Meanwhile, Bhavadasan continues the tradition, started by his grandfather, of visiting Guruvayoor on the first Wednesday and Thursday of each Malayalam month to offer the deity Lord Krishna one pack of toothpowder for every 10 kg produced daily. “The monthly offer has gone up manifold in the current production scenario,” he says, adding that the offerings on these two days of each Malayalam month is associated with the story of Sri Krishna and Sudama, and considered auspicious for creating wealth for future generations.
Such legacy associations form the strength that regional brands like KP Namboodiri’s can leverage. As brand consultant Giraj Sharma says, “Earlier, regional brands built themselves up purely on delivery and credibility. Now, in an era of individualism, and where one’s roots are viewed with more respect — regional brands have added their legacy, and with it a sense of pride, to their brand identity. KP Namboodiri’s is a shining example of this phenomenon.”