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FMCG giant Procter & Gamble (P&G) today announced its foray into the toothpaste market in India with launch of its Oral-B Pro-Health brand.
The Oral-B Pro-Health has been specially formulated for India and contains a patented ingredient, stabilised stannous-fluoride complex which helps give significant and advanced at-home oral care, by providing the mouth all-round protection, the company said in a statement.
"Its exclusive and proprietary technology makes it Oral-B's first toothpaste in India that protects against all areas dentists routinely check," P&G India Marketing Head Kainaz Gazder said.
With the introduction of Oral-B Pro-Health, P&G will take on rival HUL's Pepsodent and Colgate from Colgate Palmolive, among others, in the Indian toothpaste market that is estimated to be around Rs 6,000 crore.
Actor Madhuri Dixit will endorse Oral-B toothpaste along with the toothbrushes.
Oral-B Pro-Health toothpaste will be available in mint flavour, in 140 grams tube for Rs 98 and 75 grams tube for Rs 59, the company said.