The Himalaya Drug Company has entered the oral care space with the launch of a range of herbal toothpastes that offers consumers complete oral health, through innovative plant-enzyme technology, powerful antioxidants and natural active ingredients.
The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a vision to bring Ayurveda to society in a contemporary form. Since its inception, the company has focused on developing safe, natural and innovative remedies that help people lead richer, healthier lives. Himalaya’s product portfolio consists of over 240 herbal healthcare, personal care, baby care and animal health products.
The new range includes Complete Care, which has rich natural antioxidants that removes germs and neutralizes toxins to ensure healthy gums and strong teeth; Sparkling White, which effectively removes stains and whitens teeth through natural whitening agents; Active Fresh Gel, prevents bad breath & promotes all-day freshness and Sensitive that provides both rapid and long-lasting relief from teeth sensitivity and pain.
Rajesh Krishnamurthy, Business Head, Consumer Products Division, The Himalaya Drug Company addressed the media persons. Rajesh said that with this launch, Himalaya has become the first Indian company to give consumers the choice of a complete range of herbal toothpastes, to take care of their daily oral health needs and address specific oral problems.
He also says, “The oral care market in India has evolved over the years. We are seeing consumers with specific oral care needs seeking Sensitive or Whitening toothpastes. This has resulted in the presence of two or more different toothpastes in the same household.”
Himalaya’s new range of toothpastes has variants that offer health and beauty. Rajesh also adds, “We have the Complete Care toothpaste, which delivers total oral health. We also have the Sparkling White toothpaste for consumers who are seeking a benefit like whiter, brighter teeth for a wonderful smile!”
The press release states as mentioned below:
Himalaya has made use of innovative technology and new ingredients to ensure that each variety of toothpaste provides a tangible benefit.
The Complete Care toothpaste makes use of antioxidants that strengthen gum tissue and fight bacterial infection. The toothpaste has herbs like Triphala, Pomegranate, Vidanga, and Sweet Acacia that are rich in antioxidants and help neutralize the damage caused by free radicals.
Sparkling White contains safe and gentle natural whitening agents that remove surface stains & discolouration in just two weeks. Usually, whitening toothpastes contain chemical bleaching agents that may cause harmful abrasion. The breakthrough plant enzyme technology used in Himalaya’s whitening toothpaste has plant extracts, Papain (from Papaya) and Bromelian (from Pineapple), which enhance teeth whiteness.
The Sensitive toothpaste contains Spinach, which blocks exposed dentinal tubules, a source of teeth sensitivity. Active Fresh toothpaste is a blend of naturally-derived herbal ingredients like Menthol, Clove and Fennel that ensure long-lasting fresh breath.
Consumers familiar with Himalaya know that our products are problem solvers. The new toothpaste range offers effective solutions for specific oral problems.
“We may have entered the oral care market late, but we intend to catch-up quickly on the strength of our product innovation and the trust consumers have in brand “Himalaya”. We are the first herbal player in India to offer a range of specialty toothpastes. We are targeting at least a two percent share (urban) of the INR 3,500 crore toothpaste categories in India in the next couple of years,” adds Rajesh.
Himalaya plans to expand distribution, width and depth, roll out innovative marketing campaigns, implement customer engagement programs and encourage trials and sampling, to build this new range.
“Tamil Nadu is a focus market for us. It contributes 30 percent to our national toothpaste sales. Consumers here also have an affinity for herbal products and this gives us a distinct advantage. In many ways, the TN market will set the pace of growth for our oral care range. We intend to invest resources to build our presence in this region, making it a success story for Himalaya,” comments Rajesh.
The oral care market in urban India is valued at around Rs. 4,000 crore and is growing at about 19% per annum. Of this, approximately Rs. 3,500 crore is the toothpaste category. Within the toothpaste category, there is further segmentation:
– Basic Oral health segment contributes to around 65% of the total pie and is growing at 14% per annum.
– Freshness segment makes up 25% of the category with a growth rate of 19%.
– Sensitive is small, currently at 7%, but growing at a whopping 262%.
– The whitening toothpaste segment enjoys a share of around 3% of the overall category.