After Baba Ramdev claimed that his Patanjali Ayurved will drive out Colgate and Nestle, especially in the oral care segment, at least Colgate has taken this challenge seriously.READ ALSO: Weirdest comment of the day - Ramdev Baba says Patanjali will shut the gate in Colgate, make Nestle's bird disappear
"The natural segment in India has been growing rapidly. And to capitalise on this, we're revitalising our Colgate Active Salt toothpaste bundle. The short-term share impact comes from local competitors with heightened promotional activity," said Global CEO of Colgate-Palmolive Ian Cook.
Cook added the US multinational scanned through innovation and go-to-market plans in the Indian markets and will undertake corrective measures.
Colgate maintained its market share in the toothpaste category, which is a 6,000 crore segment, at 54%.
Meanwhile, Colgate is likely to come out with Colgate Sensitive clove essence toothpaste and also a line of fruity toothpastes for kids.
Colgate’s management committee that regularly reviews the onground action plans to deal with competition from Patanjali and other herbal players such as Dabur and Himalaya, Richard Lui of JM Financial said in a recent report.
"Colgate appears quite confident that it will be able to protect and grow its turf, while cognising that this is not any 'normal FMCG competitive battle'," Lui wrote after meeting with Colgate's management.
Ramdev had said that it will close the gates of Colgate.
"Colgate will be below Patanjali by this year, and in three years, we will overtake Unilever," the yoga guru had claimed, adding that Patanjali's Dant Kanti toothpaste did Rs 450 crore of business in 2015-16.
(Images: Indiatimes)