Colgate steps up premium play as demand rebounds

ORAL CARE MAJOR Colgate-Palmolive India is sharpening its focus on premiumisation as urban markets show early signs of recovery, industry executives in the know said.

- VIVEAT SUSAN PINTO

At the same time, the consumer goods company is tapping regional leaders such as Colgate Active Salt—particularly strong in the south and east—and on GST-led price cuts after the oral-care tax rate dropped to 5% from 18%, to support volumes at the lower end of the market.