In India, toothpaste is a 100% penetrated category. As a market leader with more than 45% market share, it falls upon Colgate to grow the category and premiumization is an important lever in doing so.
Teeth whitening has been the fastest-growing segment of the toothpaste market in the Asia-Pacific region over the last couple of years, contributing up to 40% to the overall category value in some ...
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