Archive · 24 Aug 2026
Colgate’s New CEO Faces India’s Changing Toothpaste Market
Colgate has been one of India’s best-known toothpaste brands for many years.
However, its share of the toothpaste market has dropped from about 58% to about 43%.
Other companies are attracting shoppers with herbal products, lower-priced options and online marketing.
Quick-commerce apps also make it easier for people to discover and switch brands.
Manish Anandani will lead Colgate-Palmolive India from 28 September.
He worked at Colgate for nearly 13 years before gaining experience in consumer health, e-commerce and international markets.
Colgate wants to sell more premium products and encourage people to use more oral-care products.
Anandani must help the company stay trusted for its science while appealing to younger and changing consumers.
His challenge is to make the familiar brand feel relevant to India’s next generation.
Colgate’s toothpaste market share in India has fallen from about 58% a decade ago to roughly 43%.
Manish Anandani will become managing director and chief executive of Colgate-Palmolive India on 28 September.
Anandani previously spent nearly 13 years at Colgate before leading businesses at Johnson & Johnson Consumer Health and Kenvue.
Dabur, Patanjali, Hindustan Unilever and digital-first brands are intensifying competition in India’s oral-care market.
Colgate’s growth strategy centers on premium products, digital commerce and expanding oral care beyond basic brushing.
- Who
- Manish Anandani, Colgate-Palmolive India and its competitors, including Dabur, Patanjali Ayurved, Hindustan Unilever, Perfora and Salt.
- What
- Anandani is returning as Colgate-Palmolive India’s managing director and chief executive amid declining market share and stronger competition.
- When
- He is scheduled to take charge on 28 September; the article does not specify a year.
- Where
- India’s toothpaste and oral-care market.
- Why
- Colgate faces competition, mature urban household penetration, limited brushing frequency and easier brand switching through digital commerce.
- New chief executive
- Manish Anandani will take charge of Colgate-Palmolive India on 28 September.
- Market share
- Colgate’s toothpaste share has declined from about 58% a decade ago to roughly 43% now.
- Rural brushing
- Around 45% of rural households brush daily, according to the company.
- Urban market
- India’s urban toothpaste market is described as mature, with high household penetration.
- Previous Colgate tenure
- Anandani worked at Colgate-Palmolive between 2005 and 2018.
- Competitive brands
- Dabur Red, Patanjali Ayurved, Hindustan Unilever, Perfora and Salt are identified as competitors or emerging challengers.
- Growth priorities
- Colgate is focusing on premiumisation, digital commerce and expanding oral care beyond basic brushing.