Oral care industry is worth Rs. 4,200 Crores annually & comprises of:
Toothpastes: 60 %: Rs. 2,520 Crores
Tooth powder: 23%: Rs 960 Crores
Toothbrushes: 17%: Rs.715 Crores
It is estimated that approximately 100,000 tonnes of toothpaste is manufactured every year and the average per capita consumption is around 100 grams. So if every toothpaste is a 100-gram tube, a Billion toothpastes are sold every year for Rs. 25 each!!! (Of course toothpastes are sold in sizes 50, 100, 150 & 200 grams besides sachets...ask if you want the exact number). Market is egmented into whites 50%, gels 25% & herbal etc. 25%
It is estimated that 700 Million toothbrushes are sold every year. So if the market size is Rs. 700 Crores, the average price of each brush is approx. Rs. 10 each. The segmentation is purely on the basis of price points starting from regular to premium with power brushes acounting for less than 1% sale.
By the way, only 50% of the Indian population is known to use modern oral care products and only 15% brush of their brush there teeth twice a day…
HLL and Colgate account of 70% of this market in the country
Ancient Trivia: Before the advent of the nylon bristle, our forefathers used to rely on nature. While the Indians were known to use Neem tree twigs (Datoon) the Chinese preferred the tough hair off the neck of a Siberian Boar!!!