Colgate's toothpaste volume growth for the March quarter was 3 per cent.
Already a fifth of the nearly Rs 8,000 crore toothpaste market in India (around Rs 1,500 crore) is herbal with the segment estimated to become a fourth (or Rs 2,000 crore) in the next few years.
Ramdev's company remains a dominant player in the naturals space, but products of rivals are also gaining popularity.
Patanjali's packet milk to be lower than competitor brands by Rs 2 a litre
In the coming months, Lever Ayush will venture into categories beyond soaps, shampoos, toothpastes, lotions and moisturisers, its current segments of operation, as it seeks to give the brand a horizontal push.
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