Indians have given thumbs up to age old herbal dental formulas to take care of their dental hygiene.
Patanjali's herbal toothpaste 'Dant Kanti' has started giving brands like Hindustan Unilever's Pepsodent, Colgate's Active Salt and GlaxoSmithKline's Sensodyne run for their money.
Patanjali has claimed that Dant Kanti's share in oral care segment has grown around 300 percent over the past year and it has become fourth largest toothpaste company in India.
According to reports, Dant Kanti registered 6.2 per cent share in the oral care market during the quarter ended in June. In same period last year, Patanjali's toothpaste had 2.2 per cent share in the segment.
Market leader Colgate lost 120 basis points, while Hindustan Unilever's share declined 240 basis points to 17.6 per cent.
Other Ayurvedic toothpaste offered by Dabur has also gained 20 bps at 12.1 per cent along with Patanjali.
Keeping the changing preferences of the customers, other toothpaste companies have also launched 'herbal' brands.
Products that have 'natural' ingredients now account for nearly a fifth of the overall toothpaste market.
However, Patanjali claims that multinational companies are just hoodwinking consumers by offering 'herbal' variants of their toothpaste brands.
Patanjali Ayurved Spokesperson S.K. Tijarawala says that Danti Kanti has been developed by following every principle of ayurveda but multinationals have been just copying without understanding the science behind it.
Buoyed by the positive market response, Yoga Guru Baba Ramdev's company is planning to launch new variants of its star performer ' Dant Kanti'.