Championing Oral Health, Colgate Has Transformed Toothpaste Into a Movement

Colgate-Palmolive’s multi-decade trajectory in India represents a textbook case of consumer market entrenchment. For generations, the brand has achieved an almost unparalleled status, becoming the generic name for toothpaste and securing a commanding position in the Oral Care segment. However, in an era defined by ethical consumerism, market saturation, and heightened scrutiny of corporate conduct, maintaining this dominance required more than just product efficacy.

The brand’s transitioning narrative from a reliable household product to a purpose-driven entity, through its long-running Bright Smiles, Bright Futures (BSBF) program serves as the cornerstone of this redefinition. In an interview with BrandSutra, Shilpashree Muniswamappa, Director, ESG & Communications, Colgate Palmolive, hi