Colgate

Colgate was launched in India in the year 1957 by Colgate-palmolive. It was one of the first
company to launch toothpaste in India.
The brand Colgate has been one of the most trusted brand in oral care. It is not only the older
generation which grew up with Colgate, it is a first brand, even for the young, when it comes to
oral care. The brand has faced bursts of competition from time to time and has fought back
effectively to regain market share. In the 1960s and 1970s, Forhans was the challenger brand but
it is completely forgotten today. Binaca, which later became Cibaca and finally got taken over by
Colgate, was another challenger. But today there are various brands giving tough competition to
Colgate such as Dabur, pepsodent, Patanjali, CloseUp.
Despite the competition, Colgate is still the leader in oral care of India with huge share of 53%
Colgate-Palmolive India Ltd (CPIL) reported a 4.67 per cent increase in net profit at Rs 197.59
crore for the fourth quarter ended March 2019, led by volume growth.The company had posted a
net profit of Rs 188.77 crore in January-March quarter a year ago.Revenue from operations
during the quarter stood at Rs 1,146.63 crore, up 5.67 per cent from Rs 1,085.06 crore reported
in the corresponding period last year.Total expenses were at Rs 885.16 crore, up 7.36 per cent
from Rs 824.45 crore in the year-ago period.
The company's domestic volume grew by 5 per cent, while overall volume grew 3 per cent, CPIL
said in a statement.
To cope up with increasing competition & demand Colgate has launched various toothpastes.
Colgate Dental cream: For the flagship, the brand decided to opt for a higher-order calling, rather
than restricting itself to the functional aspect. It shows some real life stories and also deploys the
brand ambassador Deepika Padukone. The brand used the “influencer” route to tap into how
mothers make calcium in-take a part of their children's daily schedule and the important role
played by Colgate Dental Cream in this routine.

Colgate Active Salt: The brand has followed a multi-pronged, regional strategy. It launched
regional iterations of the campaign with actress Samantha Akkineni for the South market and
Nusrat Jahan for West Bengal, Assam and the rest of the North East.

Colgate Maxfresh: The campaign ‘Taazgi ka Naya Dhamaka’ featured Bollywood actor Ranveer
Singh who talked about the new FreezeStorm technology that added cooling crystals for extra
freshness.
Colgate Vedshakti: To give competition to patanjali dant kanti Colgate’s betting big on
Vedshakti and the company even signed on actresses Kajol and Jyothika (for the South) as the
faces of the brand.