FMCG firm GlaxoSmithkline Consumer Healthcare has forayed into the Indian oral care market through its global toothpaste brand ‘Sensodyne’ with plans to make it a Rs 150 crore brand in the next five years.
“Sensodyne will be a focused brand for us. While the overall toothpaste market is currently growing at 8 percent, the dentist-recommended ‘sensitive toothpaste’ segment is estimated to be around Rs 140 crore and growing at around 18 percent. In the next three-five years, we expect to make it a Rs 100 crore to Rs 150 crore brand and capture about 5 percent share of the overall toothpaste market,” says Shubhajit Sen, Executive Vice-President (Marketing), GlaxoSmithKline Consumer Healthcare.
The Indian toothpaste market is currently dominated by Colgate with over 50 percent market share, followed by the likes of Pepsodent, Close Up, Dabur Red and Babool.
Posted on: 7.1.2011