Top News

Patanjali Ayurved has claimed that its Dant Kanti toothpaste has become a major player in India's rapidly growing Fast-Moving Consumer Goods (FMCG) sector. The company quoted a recent study that compared consumer behaviour towards Dant Kanti and other toothpaste brands in Banswara district, Rajasthan, to make the claim.

The study aimed to understand consumer preferences and satisfaction levels. India's FMCG sector is the country's fourth-largest, with a market size of US$ 110 billion in 2020, growing at a Compound Annual Growth Rate (CAGR) of 14.9%.

The company stated, "Patanjali's Dant Kanti is known for its Ayurvedic and natural ingredients like neem, clove, mint, and pippali. Endorsed by Yog guru Baba Ramdev, the product appeals to consumers seeking indigenous and herbal options. In 2021, Dant Kanti's net profit was ₹485 crore. Its main competitors include Colgate, Pepsodent, Sensodyne, and Closeup, with Colgate leading the market with over 50% share. Patanjali holds an 11% market share, steadily growing due to its Ayurvedic ingredients."

Patanjali claimed, "The study collected primary data through questionnaires from 300 consumers, while secondary data was sourced from journals and research papers. Results showed that consumers prefer Dant Kanti due to its herbal nature and Baba Ramdev's influence."

However, consumer loyalty towards brands like Colgate remains. The study suggested that other companies should focus on Ayurvedic ingredients and influential brand ambassadors. It further said Dant Kanti will expand its reach in rural areas through promotions and discounts.

The company also stated that Dant Kanti's popularity stems from its quality and Ayurvedic properties. This study indicates a growing demand for indigenous and herbal products, presenting Patanjali with an opportunity to become a market leader in India.