Glaxo Smithkline Consumer Healthcare on Wednesday announced its entry in the Indian toothpaste market with the launch of its global brand Sensodyne. Sensodyne globally is the largest brand for GSK and the oral care as a segment contributes 30 per cent to the overall global turnover. GSK India is expecting to tap almost five per cent market share in the Rs 1,800 crore tootpaste segment and would be spending upwards of Rs 20 crore in advertising and marketing over the next nine months, said Shubhajit Sen, executive vice-president of marketing, GlaxoSmithKline Consumer Healthcare India.
A toothpaste for sensitive teeth, Sensodyne will take on market leader Colgate, which already has a product in this segment— Sensitive. Sensodyne will be priced 3.5 times higher than Colgate Dental Cream – the country’s leading toothpaste brand – Rs 42 for 40 gm tube.
Aquafresh toothpaste, GSK’s first launch, was phased out about seven-eight years ago due to poor consumer offtake.