FMCG players focus on expanding Ayurvedic oral care portfolios with ‘pulling oil’

‘Pulling Oil’ Photo Courtesy: Live Sciences

Two of the major FMCG  player – Dabur India and Colgate-Palmolive(India) – have decided to expand their oral care portfolios with the launch of pulling oil, when Indian Consumer are increasingly seeking natural and Ayurvedic-backed propositions.  This is expected to boost the Ayurvedic mouthwash category in the country.

Oil pulling is an ancient method of swishing oil in the mouth for a few minutes as an oral detox therapy. So far, the mouthwash category is dominated by alcohol-based mouthwash products.

Dabur India said it is foraying in the mouthwash category with the launch of “Dabur Red Pulling Oil”.  This product is based on a process defined in Ayurvedic scriptures and serves as an oil based oral detox regiment. Colgate-Palmolive (India) said that it is expanding its natural portfolio with the launch of ‘ Vedshakti Oil Pulling’.

Harkawal Singh, Marketing Head-Oral Care, Dabur India Ltd said: “Dabur Red Pulling Oil is an Ayurvedic Mouthwash which contains Natural Oils and Herbs with no alcohol. Backed by our 136-year heritage and knowledge of Ayurveda, Dabur has launched this breakthrough innovation to improve their overall oral health. Developed after extensive research, it is a known daily therapy for both oral and overall wellness of teeth and gums.”

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