Mumbai: Consumer brand Dabur, specializing in products based on Ayurveda, has launched Babool Ayurvedic, a new variant of Babool, the most popular herbal toothpaste in India.
Babool paste is named after Babool, the Hindi name for Acacia, which forms one of the ingredients.Babool is currently available in the traditional clove taste as well as a herbal variant
The new variant, called Babool Ayurveda, gets some extra herbs like Triphala, Pudina and Patchouli in addition to clove, babool and pudina. It will target the ‘value customer’, Dabur said.
So far, Babool was being marketed as a herbal toothpaste, rather than an Ayurvedic toothpaste, like its rivals.
“Dabur has always been a pioneer in spreading the goodness of Ayurveda and has been working towards creating products that offer the proven benefits of Ayurveda, in modern day convenient formats. Building on our heritage, we are now launching this new product,” said Dabur’s marketing head for home and personal care, Rajeev John.
Dabur Babool Ayurvedic Paste will be available in four quantities — 25gm, 60gm, 100gm and 175gm and -priced between Rs 10 and Rs 50.
“Besides its proven health benefits, Dabur Babool Ayurvedic Paste also stands out as a competitively priced alternative compared to other toothpaste brands in the market. With Babool Ayurvedic, we are confident of catering to a much broader market base in the years to come and expanding our market share,” John added.
In terms of the overall toothpaste market, Dabur is at No.3 and offers Dabur Red Paste, Babool and Meswak.
