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Colgate Vedshakti toothpaste to counter Patanajli Dantkanti

Mon, Aug 01, 2016, 01:58 PM
Colgate-Palmolive, the oral care giant in India, is also going the ayurvedic way following the Ramdev effect that is stealing the toothpaste market with its thunder brand `Dantkanti'. Colgate is now bringing out much more auyrvedic `Vedashakti,' to hold on to its toothpaste market.

While Colgate has been selling its neem and clove herbal variants, it has not been able to withstand the Ramdev effect.

The new herbal Cibaca Vedshakti will be a 175 gram pack priced at Rs 50. It is going to be 30% cheaper than Dantkanti, giving a run for its money.

Patanjali is disputing the name Veda, which is unique to India, and might go for appeal in the matter.

The MD of Patanjali Ayrveda, Balakrishna, says, `We worship and respect the Vedas like our gods. We don't use them in our products. This (Vedshakti) is not a toothpaste but a direct attack on our culture.

Analysts see a fightback by Colgate, similar to Nirma-Wheel war.

With patanjali becoming a Rs 5000-crore company, the MNCs are also taking to ayurveda forms.
Agency: Ap7am Desk

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