GSKCH rolls out global niche toothpaste brand Parodontax

NEW DELHI: Consumer and healthcare firm GlaxoSmithKline on Friday announced the national roll out of its second global oral care brand Parodontax – a toothpaste that helps in reducing bleeding in gums. The firm already sells Sensodyne toothpaste for sensitive teeth, launched two years back.

The average incidence of bleeding gums globally is 33% and in India too, there's untapped opportunity for specialised oral care products, Jayant Singh, executive VP, marketing, GSKCH said.

The category is niche and Colgate and Hindustan Unilever's Pepsodent have a small presence in this category. "We are hoping to replicate the success of Sensodyne with the new launch," Singh said. Sensodyne has become a Rs 100 crore brand is less than two years of launch.

The Rs 6,000 crore toothpaste category has been posting growth of 20%.

Parodontax will be distributed across general and modern trade, besides chemist channels and through dentist engagement programmes, GSK said.