Industry News

Patanjali is dominating the oral care market eating the market shares of Colgate

India: Patanjali Ayurved, the Indian FMCG player owned by Divya Yog Mandir is slowly dominating the oral care product market with its tooth paste brand Danta Kanti, with variants such as medicated, advance and junior.

The undisputed leader in oral care Colgate is facing a threat from the home grown brand patanjali run by yoga guru Baba Ramdev with its sales dipping the current fiscal.

Colgate’s volume has dropped significantly in 2015-16, on the other hand the increasing market shares of patanjali has caught the attention of the market signifying the threat to the major player. Patanjali has a market share of about 5% in the oral care segment although it entered very recently and is capturing the market at a very high pace.

The home grown FMCG company is not only showing increase of market share in oral care but also is showing a significant growth in health food drinks and baby care products along with noodles. With the demand for the product increasing the company is also planning to increase in product portfolio in the coming years to enter the baby oil, talcum powder, baby soap, shampoo etc. 

The Company is competing with MNC’s like Glaxo Smithkline Consumer, Mondelez, and Johnson & Johnson by launching its own baby care and health food drinks products.

According to Techsci Research Patanjali products will start to dominate the market share and is anticipated to outgrow the market share of the FMCG giants in the coming five years. Currently, with the revenues of over INR 2500 crore, Patanjali is one of the top five FMCG companies in India.

The company with its new delivery platform is keeping pace with the raising demand, selling delivering the products through its online portal and has tied up with Pluss for delivery of its home care and wellness products.