Feb 11, 2013: GlaxoSmithKline which already sells Sensodyne toothpaste that reduces bleeding in gums announced the launch of its second global brand toothpaste Parodontax. The toothpaste is meant for people having sensitive teeth. The sensitive teeth category is a very niche and has very few players like Colgate and Pepsodent in the market. The company with the launch of Parodontax brand aims to repeat the success of Sensodyne which has become a Rs.100 crore brand in less than two years.
With the incidence of bleeding gums and oral care going up globally by 33%, Glaxo feels that there is an untapped opportunity in the Indian market. According to Jayant Singh, Executive VP, Marketing, GlaxoSmithKline Health Care Division, “The average incidence of bleeding gums globally is 33% and in India too, there’s untapped opportunity for specialised oral care products”.
