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Between a sea of chemically infused personal care products, some brands truly arrived like a gust of fresh, herbal air. And from Patanjali Ayurved, an indigenous brand, came not just a toothpaste but a complete change in attitude. It announced to the Indian population that your ancient remedies are still effective, and we will bring them back to you.

Prior to the arrival of Dant Kanti, Patanjali's Ayurvedic toothpaste, Indian shelves were filled with toothpastes that guaranteed freshness and cavity protection, but were also packaged with a list of chemicals that no one could even pronounce. Consumers, particularly the health and environmentally conscious, were increasingly uneasy about this. And that is where Dant Kanti discovered its niche.

Patanjali's formula was revolutionary in the sense that it reminded Indians of what they had known for centuries, the healing properties of neem, clove, babool, and turmeric. These were the very ingredients our ancestors used on a daily basis, before the advent of tubes and toothbrushes. Dant Kanti reminded them of these with a very strong message: believe in nature.

And with a growing push to support Indian products and rediscover Ayurvedic wisdom, Baba Ramdev, the face behind Patanjali, became more than a yoga guru; he became a symbol of this movement. His endorsement gave Dant Kanti credibility and visibility that few new brands could dream of.

But advertising alone does not instill confidence! The toothpaste had to work.