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.