Ayurvedic products company Patanjali, which had ceded ground in toothpastes to Dabur and Colgate over the last few years, is now looking to claw its way back, launching both an aggressive marketing and distribution campaign, industry sources have told FE
Advertisements claiming that Patanjali’s toothpaste ‘Dant Kanti’ is the true paste or ‘truthpaste’ are visible on national television these days, reminding consumers that regular toothpastes are full of chemicals, while Patanjali’s product has the goodness of natural ingredients. The marketing blitz is reminiscent of the effort the company, whose face is yoga guru Baba Ramdev, had put in around 5-6 years ago to disrupt the toothpaste market, led by Colgate.
This initiative comes even as on the ground, Patanjali is pushing its distribution reach from around 1 million outlets now to about 1.5 million outlets, and then to 2 million outlets in phases, according to persons in the know.
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