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Dabur’s Prashant Agarwal says Ayurvedic toothpaste now accounts for over 25% of the market as consumers.
Prashant Agarwal, Head of Marketing (Oral Care) at Dabur India.
The growing acceptance of Ayurvedic oral care products in India reflects changing consumer preferences and decades of awareness-building, said Prashant Agarwal, head of marketing (oral care) at Dabur India.
Speaking at the News18 India Amrit Bharat Samman 2026, Agarwal said Dabur Red, which positions itself as “Desh Ka Lal”, carries a significant responsibility as one of the country’s most recognised oral care brands.
“It is a big responsibility,” Agarwal said, highlighting the transformation of India’s oral care market over the past three decades.
According to him, only about 66 per cent of Indians used toothpaste or tooth powder around 30 years ago, compared with nearly 99 per cent today. He said Dabur has played an important role in expanding oral care adoption and popularising Ayurvedic alternatives.
Agarwal noted that Dabur’s iconic Lal Dant Manjan eventually evolved into Dabur Red toothpaste, which he described as the country’s first Ayurvedic toothpaste.
“We started with Lal Dant Manjan and later converted it into a red toothpaste. This was the first Ayurvedic toothpaste in the country. Today, Ayurvedic products account for more than 25 per cent of the toothpaste market,” he said.
Addressing questions about the use of toothpaste in Ayurveda, Agarwal said modern Ayurvedic toothpaste combines traditional ingredients with contemporary convenience.
“This is a modern format that is easy to use and delivers quick results. Compared with tooth powder, which can be more complicated and messy, toothpaste offers greater convenience. That is one of the reasons why the product has been so successful,” he said.
Speaking about changing consumer behaviour, particularly among Gen-Z consumers, Agarwal said younger buyers are highly informed and pay close attention to product ingredients and labels before making purchasing decisions.
“Gen-Z consumers are very aware. They carefully read labels and want to understand what goes into the products they use. Brands need to develop products that resonate with them and clearly communicate how those products are rooted in traditional practices while meeting modern needs,” he said.
Agarwal added that interest in traditional and natural wellness solutions has been increasing steadily in India. He attributed Dabur’s continued growth to its ability to combine Ayurveda with modern consumer preferences.
“Our company is more than 140 years old and continues to grow. We have consistently communicated that adopting Ayurveda and living in harmony with nature can contribute to a healthier lifestyle,” he said.
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