InvestorQ : Why is GSK Consumer Healthcare going so aggressive on dental care? Can it really compete with Colgate?
Ria Jain made post

Why is GSK Consumer Healthcare going so aggressive on dental care? Can it really compete with Colgate?

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Dia Deshpande answered.
2 months ago
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GSK Consumer Healthcare, part of the Glaxo SmithKline group, has forayed into specialised denture care category in India with the introduction of Polident brand. Globally, Polident is the market leader in the denture care. Recently, GSK has again increased its focus on the oral hygiene and oral care segment post COVID.

According to Glaxo, today in India, one out of every seven persons above the age of 45 wears a denture. In short, there are millions of denture wearers in our country. However, the opportunity lies in the fact that just about 5% of these denture wearers actually use specialist denture care products.

GSK consumer Healthcare has globally tried to position itself as a company to improving the lives of the customer. From that perspective, this introduction of Polident fits perfectly into its larger plan. GSK is already present in the oral care segment in India via Sensodyne tooth pastes.

For GSK, the opportunity arises from the fact that oral care does not get adequate attention and this is more pronounced in the case of persons using dentures. GSK has expressed confidence that the product would be well received in India. Polident denture fixative cream creates a sort of seal between denture and gum tissues to keeping out food particles.

The Polident product will be available pan-India across pharmacies and leading e-commerce platforms. With the spread of COVID, people are becoming increasingly conscious of the risks of not maintaining hygiene with respect to dentures.

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