Indians look for effective oral care products from reliable brands: Colgate Palmolive, ET BrandEquity

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Colgate Palmolive India expects strong growth to continue with rising oral care spending (representative image)

With higher spending on oral care in the country, Colgate Palmolive India Ltd expects continued strong growth for the coming years, supported by the company’s focus on innovation. While India has made “massive strides” in oral health initiatives, the vastness of its population and segmentation over the past few decades provide opportunities to explore new avenues to improve oral health in the country.

“Now that we are more aware of this topic, we are seeing higher spending on oral care. People are well aware of the dangers of neglect and are actively seeking preventive solutions, leading to an increasing demand for effective oral care products from trusted brands, and thus contributes to good oral hygiene,” the company said in its annual report for 2021-22.

Although the penetration rate of the oral care category in India exceeds 95 percent, more than 80 percent of people do not brush their teeth at night, according to Colgate Palmolive India Ltd (CPIL).

“This against the background of increasing oral disease, up to 77 percent who suffer from gum problems each year, up to 71 percent of children (12 years old) and up to 86.4 percent of adults aged 35-45 with cavities, represents a situation that needs immediate attention,” it said.

CPIL derives approximately 95 percent of its revenue from oral care.

“The company’s main business remains oral care and the outlook for the oral health industry is positive given the magnitude of the opportunity,” said CPIL’s annual report.

The company believes its “business will continue to grow strongly in the coming years based on its experience of operating in a growth environment and its continued focus on capturing significant opportunities through innovation and operational excellence.”

Moreover, the company has also entered the facial cleansing category under its brand name Palmolive and is excited about the opportunities in the segment.

CPIL said it has been successful for years in identifying and meeting consumer needs within its core categories through its focus on introducing innovative products and leveraging consumer and customer insights into new products.

It has also made great strides in the journey of digital and data transformation. In FY22, CPIL launched the ‘Smile Store Program’ — a transformation initiative focused on retail assortment building, applying data science models and rich customer data.

“The results are encouraging with a double-digit increase in our monthly average assortment per store. The program continues to gain momentum and become an effective lever to bring our distribution excellence and new product introductions to market,” said CPIL.

Digital transformation remained a top business priority. It has used a variety of channels to reach and engage its stakeholders, including full-funnel omnichannel performance marketing, growing national reach, and building regional content.

“We remain committed to building capabilities for the future. Our enhanced efforts in the world of digital and analytics have resulted in strong growth in our e-commerce business, strengthening our leadership position across platforms,” said CPIL director Ram Raghavan, addressing shareholders.

For the financial year ended 31 March 2022, the net turnover of CPIL was Rs 5,066 crore.

“Our revenue passed an important milestone – Rs 5,000 crore, another first while delivering strong profit growth (+4.1%) and strong EBITDA (31%) and gross margins (67%),” said Raghavan.

New Delhi, Jul 10 (PTI) With commodity prices reaching their peak, major FMGC players including Parle Products, Godrej Consumer Products and Dabur expect demand recovery in both rural and urban markets going forward, aided by price stability.

      • Published July 13, 2022 at 11:25 am IST

    Indians look for effective oral care products from reliable brands: Colgate Palmolive, ET BrandEquity

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