Toothpaste space heats up as biggies engage in marketing war

Competition seems to be heating up in the branded toothpaste sector in India with the entry of Procter & Gamble's global brand Oral-B. In a bid to retain their loyal consumers, major players Colgate-Palmolive (India) Limited, Hindustan Unilever Ltd(HUL) and Dabur India Ltd are now beefing up their marketing and advertising plans.