Whitening Exp eyes dental hygiene mart

Oral care product manufacturing company Whitening Expressions (WE) said it is eyeing the yet untapped Rs 200 crore dental hygiene market in India with some of its select products.

"The product range is led by a teeth-whitening gel, Aquawhite that has introduced a new category of dental care in the country. It has been a largely ignored area and we would have the benefit of being first in the market," said Nikhil Nanda, managing director, WE.

The entire range of oral care products such as mouth wash, tooth brushes and tongue cleaner, with new technology and design, will shortly follow Aquawhite in rapid succession, riding on a Rs 25 crore as turnover in the first year of operations and Rs 100 crore in the second year, he said.

As of now, there are no products in the market that claim to whiten the teeth. At most they claim to retain the colour, he said. "With increasing desire to look good especially among the youth we intend to cash in on the smile, which is an important part of one's personality, through our specialised products," he added.

The products have initially been launched in North-Indian markets. They, however, will be available in big and small cites across the country by early 2006. "We are not planning to introduce the products in rural areas," he said.

Oral care category in the US is growing at an astronomical rate of 98 per cent annually and is expected to grow fast in India as well.

"The dental hygiene market in India is estimated at Rs 200 crore and we will get the benefit of being first. Our aim is to have a market share of at least 60 per cent through the innovative products," Nanda said adding we do not intend to get into tooth paste, tooth powder and tooth brush category.

But the company has manufactured tooth brushes, tooth paste and tooth powder for other companies in the country and abroad. "we have consciously decided not to enter that segment owing to stiff competition and low profit margin," he said.

On the investments the company has made, he said "we have invested Rs five crore in manufacturing the products, which is besides the investment in infrastructure."

When asked about tie ups and acquisitions, Nanda said "At present we are focusing on brand building but as and when the right proposal comes, we might think over it."