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FMCG players shift gears to take on Patanjali

It's Colgate's Neem Active vs Ramdev's Dant Kanti, while HUL revives Ayurvedic brands and Nestle launches 25 new products

Tycoon in saffron

ThemoodattheIndiaofficeofColgatehasturnedupbeat.AftermonthsoflosingsalestoPatanjaliAyurved’sDantKanti,theAmericanoralcaregiantseemstohavefounditsfeet.IthasbeenpushingaggressivelyinthemarketitsColgateNeemActiveSalt,whichcontainstraditionalIndianteethcleansersneemandsalt,totakeonDantKanti. Theresultshavebeenencouraging.Thetoothpaste,whichColgatehadlaunchedayearago,nowhasamarketshareof1.1percent.WhileitmaystillbeshortofDantKanti’sshareofnearly7percentoftheRs7,000-croretoothpaste ...