Dhathri Ayurveda launches new toothpaste 'Maavila'

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Kochi, Oct 11 (UNI) Kerala-based Dhathri Ayurveda Kendra today launched a new antiseptic toothpaste 'Maavila' from mango leaf.

Talking to newspersons after launching the new toothpaste at a function here, Dhathri Managing Director S Sajikumar said the company was expecting the new product to contribute about Rs three crore to its targetted sales turnover of Rs 38 crore this year.

The company had achieved a sales turnover of Rs 30 crore last year, he added.

He said the toothpaste was the 18th product from the company, which was exporting Ayurvedic products to The UAE, Australia and Japan.

Tulsi-based capsules for cough and a medicine for kidney stones were among the new products being developed, he added.

Mr Mukesh Gupta, Managing Director, IBNW, which manages the advertising and sales promotion of Dhathri, said the total toothpaste market in the country was estimated to be worth Rs 2,600 crore and was growing at about four to five per cent annually.

The share of Ayurvedic toothpastes was estimated to be about five to seven per cent of the total market, he added.

Stating that there was a huge potential to be tapped in the toothpaste market, Mr Gupta said per capita consumption of toothpaste in the country per annum was only 89 gms.

The vast majority of the rural population continued to use home-based products such as 'dantan' or charcoal, he added.

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