Kerala group launches 'double mint' toothpaste

Kochi, Sep 16 (UNI) Stepping into a market dominated by multinational corporations, Kerala-based Swiss Health and Beauty Care (SHBC) today announced plans to introduce several oral hygiene care products, starting with a 'double mint' toothpaste.

Addressing a press conference here to mark the formal launch of its 'Dewmint' toothpaste, SHBC CEO P S Hafiz said the company hoped to capture a three to five per cent market share in the Rs 136 crore market for oral hygiene products (toothpastes and tooth brushes) in Kerala within a year.

Starting with the launch in Kerala, the company hoped to offer the product in the other southern states in a year's time, he said.

Claiming that 'Dewmint' was India's first and only toothpaste with a double mint flavour (peppermint and spearmint), Mr Hafiz said the paste had a glycerine base for proper consistency and eucalyptus for gum protection.

Available in packs of 50, 100 and 200 gm, the tootphaste was competitively priced at Rs 12.50, Rs 25 and Rs 45 respectively, he said.

Asked how the company expected to make a dent in a market dominated by major multinational companies, he said the natural ingredients used in it would be the product's unique selling proposition.

The toothpaste is being manufactured at a plant in Parvanoo in Himachal Pradesh. The company was planning to market tooth brushes and mouthsprays after sometime, he said.

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