Future Group launches 'Sach' toothpaste; more products to follow

Kishore Biyani-promoted Future Group today said it has forayed into the toothpaste category under the 'Sach' brand and will launch more products under the same label by the end of 2010.

The Sach brand of toothpastes will be co-created by cricket giant Sachin Tendulkar and the group said it is aiming to achieve at least 25 per cent of its in-store toothpaste sales from the private brand within six months.

"Six months ago we launched the Sach brand with our toothbrush range. Now we have completed the basic oral care category with the launch of the toothpastes," Future Group Head (Private Brands) Devendra Chawla said.

He said the company will now increase the product portfolio of the Sach brand. "Over the next 8-9 months, we will launch another 2-3 products under the brand. We are working on it and some final announcement will be made later," Chawla said.

Tendulkar, who is also a director in the group's subsidiary -- Future Consumer Products -- will be the co-creator of the toothpastes range.

"Tendulkar has been associated with Sach since the beginning and every product in the brand will feature his contribution. Toothpaste is a difficult product segment where many brands have failed over the years and we want to do it differently," he said.

The Sach toothbrushes currently make up around 25 per cent of all toothbrush sales in Future Group stores and Chawla said the firm is looking at a similar figure for the paste products also.

"The attempt is to achieve a 25 per cent share of total in-store sales through the private brand within six months. It will involve a lot of visual merchandising and other promotional activities," Chawla said.

Future Group chief Kishore Biyani had last year said pushing up the private brands and labels will be one of the main strategies for the diversified conglomerate in times to come.