Intense competition in the oral care category is forcing Colgate to step up innovation with a new variant, Maximum Cavity Protection, to consolidate its position as the leader in the category.
Prabha Parameswaran, Managing Director, Colgate Palmolive said, “We want to be a value-to-mass player at the premium end of the toothpaste category. With innovation, there will be mass offerings across the price ladder.”
However, competition has been intensifying in the oral care category of late, with the entry of P&G’s Oral B toothpaste. “The entry of a new player has made competitors get into an aggressive mode. Against this backdrop, we have delivered top line growth of 15 per cent, with 1.4 per cent growth in market share, when our nearest competitor has been losing its share,” said Parameswaran.