Amar Remedies launches new toothpaste

Amar Remedies Limited (ARL), the Mumbai-based manufacturer of ayurvedic, herbal and cosmetic products, launched two variants of its Amar White toothpaste each in 190 gm pack priced at Rs 20 and Rs 25 respectively.

The company claims that the pricing and packaging make it the most cost-effective toothpaste in India. A mint flavoured toothpaste, they come in three active herbs - neem, karanj and babul. ARL holds a market share of 2 per cent in the overall Rs 2,500 crore toothpaste market, of which 10-12 per cent belongs to ayurvedic toothpaste.

"We are aiming at a market share of 5 per cent in the next two years," said Mukesh Shah, regional sales manager. Launched in 1984 as Swami Aushadalaya, the company first began producing Amar toothpowder.

Later in 1995, when it changed the name, it started manufacturing other herbal and ayurvedic products like Amar Balm and Get Up ointment.

Currently, the company has two plants, one at Surat and the other at Daman. The third plant at Dheradun will commence operations by the end of the month. ARL is expecting a turnover of around Rs 190 crore in the current financial year and a profit of Rs 25 crore.

Shah said,"We had always aimed to be an ayurvedic specialist in dental and cosmetic care. There are not many players in this category. Although our share is a bit less, we intend to raise it with time. Also, our products like Amar White Toothpaste give out the unique flavour of clove and fennel."

The company already has costlier brands of toothpaste like Amar Strong and Amar Regular Toothpaste, priced at Rs 45 and Rs 35, respectively.

The Rs 25 pack comes with a free toothpaste worth Rs 15.