P&G enters Indian toothpaste market with Oral-B Pro-Health

NEW DELHI: FMCG giant Procter & Gamble (P&G) today announced its foray into the toothpaste market in India with launch of its Oral-B Pro-Health brand. 

The Oral-B Pro-Health has been specially formulated for India and contains a patented ingredient, stabilised stannous-fluoride complex which helps give significant and advanced at-home oral care, by providing the mouth all-round protection, the company said in a statement. 

"Its exclusive and proprietary technology makes it Oral-B's first toothpaste in India that protects against all areas dentists routinely check," P&G India 
Marketing Head Kainaz Gazder said. 

With the introduction of Oral-B Pro-Health, P&G will take on rival HUL's Pepsodent and Colgate from 
Colgate PalmoliveBSE -1.48 %, among others, in the Indian toothpaste market that is estimated to be around Rs 6,000 crore. 

Actor Madhuri Dixit will endorse Oral-B toothpaste along with the toothbrushes. 

Oral-B Pro-Health toothpaste will be available in mint flavour, in 140 grams tube for Rs 98 and 75 grams tube for Rs 59, the company said.