Competition Analysis

India has an estimated Rs 6200 crore oral care market and this market is shared by several oral
care brands. This constitutes of:
Indian brands: HUL, Dabur, colgate and Patanjali
International brands: Procter & Gamble (P&G) and GlaxoSmithKline (GSK)
Indian local brands: Vicco, Ajanta, Anchor, Smyle and Baidyanath
Market share
Company
HUL
Dabur
Colgate- Palmolive
Patanjali
Procter & Gamble (P&G)
GlaxoSmithKline (GSK)
Local brands

Brands
Pepsodent and Close Up
Dabur Red and Meswak
Colgate
Dant Kanti
Oral-B, Crest
Sensodyne
Vicco, Ajanta, Anchor etc

Share
21.5%
13.4%
56.7%
3%
1.2%
2.2%
2%

HUL
Dabur
Colgate- Palmolive
Patanjali
Procter & Gamble
(P&G)
GlaxoSmithKline
(GSK)
Local brands

Recent trends:
As per the report from research firm Nielsen's data on the domestic toothpaste market,
1.) Colgate-Palmolive is consolidating its leadership position with an increase in market share
from 55.9% in 2013 to 56.7% in 2014.
2.) Dabur with main focus on its two brands which are Dabur Red and Meswak is also
witnessing an increase in market share from 12% in 2013 to 13.4% in 2014.
3.) HUL has been losing market share. His major market share is eaten by Dabur, Colgatepalmolive and P&G. HUL has 22.8% market share in 2013 which declined to 21.5% in 2014.
It is said that HUL is continuously losing market share because it has gone wrong with strategy
and is not focusing on product development. HUL is just pushing its existing brand Pepsodent
and Close-Up in market. These products are failing to compete against other brands with
improved product quality and specific products for specific tooth problems.
4.) P&G entered the toothpaste market in India with its product Oral B and Crest. Despite of
poor performance of Crest, Oral B is able to capture a market share of 1.2% which is expected to
grow in the following years. Though we expect P&G will gain this market share from HUL.
5.) Patanjali with toothpaste brand Dant Kanti is considered as potential threat for ColgatePalmolive. As the report, Credit Suisse has downgraded Colgate Palmolive to neutral and
reduced target price to Rs 1000 per share due to which share price fell 2%.
Patanjali with avery limited distribution channel is giving tough competition to market leader
and enjoys a 4-5% market share. It feels that Patanjalis share may cross double digit in
toothpaste category over the next few years after it expansion plans in 2016.
6.) GlaxoSmithKline's (GSK's) Sensodyne had overtaken Colgate Sensitive to become the topselling sensitive toothpaste brand and maintained its position with 2.2% market share in overall
oral care market with around 27% market share in sensitive toothpaste market. Sensitive product
market has shown no growth in 2015 because customers are shifting to toothpaste which has
additional features than only sensitivity protection.
7.) Regional toothpaste brands, including Anchor and Vicco, have almost been wiped out from
Indian Oral care market with a market share of just about 2%.from 5% two years ago.
Companies such as Dabur and Hindustan Unilever ( HUL) have doubled their rural reach over
the past couple of years to grow their market share and slashed entry-level prices to Rs 5 and Rs
10 hitting local brands on their home turf.