'Oral care has lagged in premiumisation'

This article discusses the technology and premiumisation strategies employed by Colgate-Palmolive India to drive growth in the oral care market.

- Alokananda Chakraborty

Please take us through the technology input in your latest oral health campaign.

We call it the oral health movement rather than another ad campaign. We started it because a large number of Indians have oral health issues but hardly anybody goes to the dentist. So, nobody realises they have an issue until it turns painful.

The reality is that we are all supposed to go to a dentist regularly but only 1 out of 10 Indians did last year. In other words, oral health awareness is an issue. To make it simple for people, we've come up with an AI-enabled WhatsApp-based tool where you can answer a few simple questions, take 3 pictures of your teeth, send it, and in an instant you get an AI-screened dental report. We've also tied up with the Indian Dental Association and we have access to 50,000 dentists. So, you can just put in your pin code and you will get a free dental consultation.