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.”
PRNews