CaliToday (07/9/2025): A fierce marketing battle is escalating in India's massive oral care market, where homegrown companies are launching defiant and overtly patriotic advertising campaigns that directly challenge the long-standing dominance of American multinational giants. This "toothpaste war" is unfolding against a tense backdrop of rising economic nationalism and growing calls from consumers to boycott foreign goods in favor of local products.
 |
| "A 'Made in India' advertisement by Dabur in the September 1 issue of The Times of India newspaper is seen at a newsstand in New Delhi, India, on September 5. Photo: Reuters" |
For decades, the Indian market has been dominated by US-based corporations, with Colgate-Palmolive's "Colgate" brand becoming synonymous with toothpaste itself in many households. However, a new wave of advertising from Indian companies is seeking to dismantle that legacy by reframing the simple choice of which toothpaste to buy as an act of national pride.
These new campaigns are moving beyond typical product-focused messaging about whiter teeth or fresher breath. Instead, they are aggressively tapping into the powerful "Swadeshi" (self-reliance) movement, a sentiment that encourages consumers to support the Indian economy by buying domestically-produced goods.
The advertisements from Indian brands often employ several challenging tactics:
Highlighting Traditional Ingredients: They prominently feature traditional Indian and Ayurvedic ingredients like neem, clove, and turmeric, contrasting them with the perceived "chemical-laden" formulas of their Western competitors.
Invoking National Pride: The messaging is often imbued with patriotism, suggesting that choosing an Indian brand is a way to support Indian farmers, workers, and the national economy.
Direct Confrontation: Some campaigns subtly, and at times directly, call out the foreign origins of their rivals, asking consumers why they should send their money abroad when a superior, locally-made alternative is available.
This trend is championed by companies like Patanjali Ayurved, whose entire business model is built on a platform of "Swadeshi" and traditional Indian products, as well as established players like Dabur. They are leveraging the growing "Vocal for Local" sentiment, which has gained significant traction across the country.
This aggressive marketing strategy puts immense pressure on American firms like Colgate-Palmolive and Procter & Gamble (which owns the Crest brand, sold as Oral-B in India). These companies have spent decades building their distribution networks and brand loyalty in India, but now face a challenge that is not just about price or quality, but about cultural and national identity.
The toothpaste ad war is a microcosm of a larger shift in India's consumer landscape. It reveals that in one of the world's largest and most competitive markets, brand loyalty can no longer be taken for granted. For millions of Indian consumers, the question is becoming not just "What's the best product?" but also "What does my purchase say about who I am and what I stand for?"
