"India Toothbrush Market Outlook to 2020 – Rising Awareness for Oral Care and Premiumization of Products to Drive Growth" provides a comprehensive analysis of the various aspects such as market size of India oral care and toothbrush market. The report also covers the segmentation on the basis of product categories, local and imported product sales, adult and kid’s toothbrush along with import volume, value and destination involved. Market shares of major players in India toothbrush market as well as the competitive landscape of major players in organized retail and e-commerce have also been covered in the report. more details visit : www.kenresearch.com

2. The domestic toothbrush segment has grown considerably
over the past five years. The overall toothbrush market
stood at INR ~ million in FY’2015 and registered a double
digit CAGR of ~% over the period FY’2010-FY’2015. The
growth in the toothbrush market was primarily observed
due to considerable rise in hygiene awareness, increasing
toothbrush penetration level amongst masses, surging
expenditure on oral care products, and growing
advertisement of toothbrushes in the country by the
market players.

3. The growth of India toothbrush market has been majorly
driven by the availability of toothbrushes at affordable
prices for people of all income levels. Toothbrushes are
available for as low as INR 10 which makes it viable for
everyone to purchase them. Changing lifestyles leading to
increased consumption of junk food, soft drinks and
sweets, the problems of toothache, decays in milk teeth
and newly erupted permanent

4. teeth have become common. Rising oral problems have
therefore induced the need to brush twice a day in order to
prevent further problems.A number of campaigns have
been organized by dental clinics and oral care companies in
the country to spread oral health and hygiene awareness.
Further, in order to cater the changing oral care needs of
different individuals and to capture a greater market share,
oral care companies have been developing specialized
products.

5. India toothbrush market is segregated into two major
segments comprising of manual and battery operated
toothbrushes. In India, the manual toothbrushes have
been the leading segment and contributed to nearly ~% to
the total volume sales of toothbrush in India during
FY’2015. The reason for the dominance of manual
toothbrushes is due to their low price. Further, the
complexity involved into the usage of electric toothbrush
has led the population to use manual toothbrush. The
domestic production of toothbrushes has been able to
meet the local demand and therefore India imports a very
trivial amount of toothbrushes from other countries.

6. It has been analyzed that in FY’2015 only a minor ~% of the
domestic toothbrush sales value was derived from imports,
whereas a dominant ~% of the market revenue was
generated through domestic production. Toothbrushes in
India are primarily demanded through two different
population groups i.e. Adult and Kids. Adult toothbrushes
have dominated the market with ~% of the market share
whereas; kid’s toothbrushes held ~% share in the overall
toothbrush market in FY’2015. A large proportion of the
Indian population at present is under the age group of 15
years to 64 years.

7. Furthermore, adults are likely to have more oral problems
due to which manufacturers have laid more emphasis on
specialized products meant for adults. Out of the total
toothbrushes sold in India, a dominant ~% of the share is
occupied by medium bristled toothbrushes. Despite only
~% of the Indian population residing in tier I cities
including Delhi, Mumbai, Kolkata and others, these cities
have together contributed nearly ~% of the sales revenue of
India toothbrush market during FY’2015. The penetration
of toothbrush in tier I cities is the highest.

8. The India toothbrush market has been dominated by major
multinational oral care companies such as Colgate
Palmolive, P&G and GSK. Together these players have
controlled a share of ~% in the volume sales of
toothbrushes during FY’2015. Colgate-Palmolive has
remained as the market leader holding its volume share of
~% in FY’2015. The company has widespread products for
toothbrushes at all price levels and caters to consumers
across all income categories.

9. P&G has been the second largest player in the Indian
toothbrush market with a share of approximately 30.5% in
terms of volume sales. Its oral care brand Oral-B has been
able to gain popularity in the Indian market on account of
its wide variety of products suitable for every consumer’s
needs. Ajay has also been considered as one amongst the
leading companies in the Indian toothbrush market which
has been present in the market for over 30 years. During
the year FY’2015, the company sold nearly ~ million units of
toothbrushes in India and controlled a volume share of ~%.

10. The increasing awareness about oral care and the
introduction of innovative oral care products in the recent
years has amplified the demand for oral healthcare
products such as toothbrushes in the country. Over the
past few years, the value chain has witnessed emergence of
additional channels including the modern retail and online
platforms in the recent years that has helped several
players to reach out to their consumer base in an effective
manner.

11. A typical value chain for manufacturing toothbrush starts
with the procurement of raw materials. Companies procure
raw materials domestically as well as from Germany, Italy,
Ireland and other nations. Toothbrush along with other
oral care products such as toothpaste, toothpowder and
many other products are manufactured in the same unit. It
has been observed that production facilities in India are
usually scattered across all major regions for efficient
distribution of products.

12. After the product is finally produced and passing through
several quality checks, it goes to storage which is commonly
known as depot. Depot is mini distribution centre from
where the final products are distributed to the wholesalers
across the country which in turn supplies the final product
to the dealers. The next step in the distribution process
involves retail trade which includes the traditional
unorganized retail, modern trade covering hypermarkets
and supermarkets as well as online retail platforms.

13. Traditionally, the Indian market for has been predominantly
catered by the unorganized retail segment which includes
conventional mom and pop stores, general stores, corner
shops and other small retail outlets. In case of
toothbrushes, nearly ~% of the sales were channeled
through unorganized retail in FY’2015. It was observed that
majority of the consumers preferred buying toothbrushes
from the nearest pharmacy stores or general stores mainly
because such shops are usually located in the vicinity.
Further, ~% of the sales of toothbrushes in India were
directed from organized retail formats such as
hypermarkets and supermarkets.

14. With the growth of middle class consumers, increase in the
number of working women as well as availability of
branded products at reasonable prices, consumers have
been opting for shopping from supermarkets and
hypermarkets. Despite a sharp growth of ~% growth of the
Indian e-commerce sector during the period FY’2012-
FY’2015, the share of online sales in the toothbrush market
has been quite low. Online retail channel contributed to
only ~% of the share of toothbrush sales in FY’2015

15.  Source: https://www.kenresearch.com/consumer-products-and-
retail/cosmetics-and-personal-care/india-toothbrush-market-
research-report/5556-95.html
 Contact:
Ken Research
Ankur Gupta, Head Marketing & Communications
Ankur@kenresearch.com
+91-9015378249
 Website: www.kenresearch.com

16. Thank you