Colgate-Palmolive’s Ayurveda offer, developed in response to the popularity of the segment within India, is crossing over to its wider global portfolio, according to a report published by the Economic Times.
“We have stepped into now changing the shape of our portfolio as part of innovation. And that may be the transfer of a global brand to a new geography or a new retail channel, as we have described or indeed the development of a local brand, either in response to a competitor, like Vedshakti in India, now transferred under Colgate Naturals Panjaved (in Thailand),” Ian Cook, CEO said in an investors call, per the Economic Times.
Vedshakti was developed in response to the growing popularity of Ayurveda-based personal care lines, made popular by local manufacturer Patanjali. The line is largely credited with helping to halt the gradual decline of Colgate’s market share in India.