Consumer and Internet
When Legacy Brands Fail to Adapt: India’s Toothpaste Kingpin Is Losing Its Edge
30 Sep 2025
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