When Legacy Brands Fail to Adapt: India’s Toothpaste Kingpin Is Losing Its Edge

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Consumer & Internet

Consumer and Internet

When legacy brands fail to adapt: india’s toothpaste kingpin is losing its edge

30 Sept 2025

1 min read

In mature FMCG categories like toothpaste, evolving consumer expectations demand more than scale—it requires speed, relevance, and local resonance. MNCs bring brand equity and operational scale, but local players, with agile innovation frameworks, respond faster to market shifts. This real-time innovation is helping newer entrants capture market share and gain a competitive edge.

Read more in The Morning Context - Colgate’s India playbook is losing its lustre

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