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Colgate’s global CEO, Noel Wallace, admits the company lost focus in India by venturing into the Ayurvedic segment, but has since refocused on its core strengths.
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By concentrating on its core product offerings, Colgate has seen growth in both its base anti-cavity toothpaste and premium segment.
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The company aims to drive consumption in India, where oral care habits are relatively low, and tap into the growing demand for premium oral care solutions.
Colgate-Palmolive’s global CEO, Noel Wallace, has acknowledged that the company lost its way in India by getting distracted with the Ayurvedic segment. However, Colgate has since refocused on its core strengths and seen significant growth. By concentrating on its core product offerings, the company has witnessed an increase in sales of its base anti-cavity toothpaste and premium products like Strong Teeth, Max Fresh, Active Salt, and Visible White.
Colgate controls around half of India’s oral care market, but recognizes the opportunity to drive growth in a market where oral care consumption is relatively low. The company has relaunched its base anti-cavity business with enhanced efficacy and introduced new innovations like Max Fresh, which offers 10 times longer-lasting freshness than standard fluoride toothpaste.
Wallace highlighted the importance of being considered by consumers and noted that Colgate’s renewed approach has successfully increased consideration among Indian consumers over the past three years. With a market share of over 50%, Colgate sees long-term growth opportunities in India’s expanding middle class and aims to continue premiumizing its offerings while maintaining its commitment to profitability and category growth.
