Colgate launches natural oil pulling product in India to reel in holistic hygiene consumers

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With the explosive growth in various health and wellness trends observed last year, consumers are expected to continue looking for hygiene products that highlight natural, cleansing ingredients and clean labels in 2021.

When taking into consideration the ongoing retreat-to-home and cocooning behaviours that emerged as a result of the pandemic, it is clear that holistic and better-for-you innovations are set to thrive in the new normal, championed by large companies in the beauty and toiletries industry that have the financial and brand presence to realise mainstream potential.

In India, a new addition to Colgate’s holistic remedy line of oral hygiene products is said to be backed up by centuries of hygienic practice. Colgate’s relatively young brand, Vedshakti, has recently released an oil pulling product. Vice-president of marketing at Colgate-Palmolive (India) Ltd, Arvind Chintamani, described its formulation as ‘an antioxidant-rich blend of five oils that everyone should add to their daily health regimen and enjoy a plethora of benefits’.

The new addition, which follows up from last year’s product releases, Vedshakti Toothpaste and Vedshakti Mouth Protect Spray, is said to help consumers detoxify and stay healthy. In this venture, Colgate’s best tactic would be to market the line as a premium substitute for plainer, multi-use oils like coconut oil and sesame oil. For many, the pandemic has resulted in more time to preside over menial tasks, hence presenting an opportunity for the Vedshakti brand to take advantage of emerging self-care trends. In fact, GlobalData’s latest recovery survey, published 7 December 2020, showed that 34% of Indians are buying more oral hygiene products. In light of this, it is clear that India has become a key market since the Covid-19 pandemic struck.

From a global point of view, the American Dental Association has stated that there is insufficient research to support the practice of oil pulling. However, that has not stopped its rising popularity in Asia, with consumers currently buying up multi-use oils to integrate this holistic task as part of their routine.

Thanks to recent recommendations from well-known news outlets such as the Times of India, as well as wide-spread support of the benefits of oil pulling spreading on social media, consumers will be drawn to Colgate’s holistic product line; its novelty and ‘mysterious’ approach towards obtaining health benefits, combined with fresh, natural and pure ingredients claims, will boost its popularity among Indian consumers. According to the aforementioned survey, three out of five (59%) consumers in India believe that natural or free-from synthetics ingredients are now more important to them as a result of the pandemic.

To ensure these aren’t lost in an effort to make the product line appear more exclusive, Colgate should focus on specialised launches with clear positioning that cater to specific needs. By emphasising the specific health concerns that each variation aims to remedy, Colgate will distinguish its clean label Vedshakti brand against its competitors and carve out a strong position, particularly when targeting consumers that may not see a benefit in paying for over-engineered formulations that don’t relate to their specific health demands. Since oral hygiene is expected to retain high regard on the consumer’s daily routine, Colgate needs to ensure that it does not cannibalise its own products should this new product line take off.

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