ral care market leader Colgate-Palmolive (India) Ltd (CPIL) has launched Colgate Active Salt, a new variant. The Rs 964-crore company claims that the new launch is the first and only toothpaste in India that contains salt. Active Salt, positioned as an everyday family toothpaste, tastes of mint with a dash of salt.

In a release announcing the launch, Vinay Hegde, executive vice president marketing, CPIL said, "Salt is well known for its oral care benefits and is widely used by families across India. In developing Colgate Active Salt, our consumer research clearly showed an unmet need for a quality daily use oral care product that contains salt." In a country where more than the ingredient, the taste of the toothpaste decides its fate, CPIL�s present move seems experimental.... more