The Indian oral care market offers immense potential for growth, given its low penetration in most parts of the country, especially in rural areas. With people in general being largely unaware about oral hygiene, the industry has a major incentive to expand. This apart, the rise in per capita income and the growing urbanisation of the country has led to an increased demand for toothpastes, toothbrushes, mouth washes and gels. Even consumers in rural areas are slowly switching over from toothpowders to toothpastes. The oral care industry has also benefitted from the government organising regular dental health camps, along with high frequency of advertising on behalf of companies selling oral care products. Hide this