Colgate Lifts Toothpaste Prices 4-5%, Premium Visible White Takes Steepest Hike
Colgate-Palmolive India raised MRPs across Dental Cream, Max Fresh and Visible White SKUs in May, blaming raw material and packaging inflation. Low-MRP mass packs were spared, protecting rural volumes while premium tiers absorb margin defense. With 45-50% share and 80% revenue from toothpaste, the move pressures HUL, Dabur and Patanjali on shelf price gaps.
What happened
Colgate-Palmolive (India) · Colgate-Palmolive India raised toothpaste prices 4-5% across Dental Cream, Max Fresh and Visible White packs in May, citing raw
Key facts
- 4-5% hike
- Rs 208 (Dental Cream 200g+100g+brush)
- Rs 135 (200g)
- Rs 73 (100g)
- Rs 83 (Max Fresh 70g)
- Rs 395 (Visible White 200g)
- 45-50% market share
- 30-32% EBITDA margin
- 80% revenue from toothpaste
Why this matters
Premiumization-led pricing in oral care widens the valuation gap between Colgate and challenger brands like Patanjali and Dabur, making sub-scale premium oral care assets more attractive as bolt-on targets for HUL or private equity rollups.