Colgate: Aiming for behaviour change and premium growth

With its near-universal penetration, Colgate-Palmolive India is synonymous with oral care in India.

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However, the company is not resting on its laurels. It has embarked on a mission to change consumer behaviour and grow its premium offerings. In a conversation with Mint, Prabha Narasimhan, managing director (MD) and chief executive officer (CEO) at Colgate-Palmolive (India) Ltd, discussed the launch of the Oral Health Movement, the focus on premium products and the challenges of marketing in India. Edited excerpts:

For Colgate, how challenging is it to drive further growth and adoption?

A decade ago, oral care penetration in India was 85%. Today, it's close to universal. The challenge now is driving behaviour changeencouraging people to adopt habits like brushing twice a day, replacing toothbrushes every three to four months and visiting dentists regularly.

Is the Oral Health Movement central to this mission?