Statutory Section
We are strengthening our brand portfolio by rejuvenating core brands and introducing premium options. We pursue manufacturing excellence through digitization and continuous improvement. Innovative customer development initiatives further enhance our efforts. These strategies streamline operations, optimize resources, and enhance customer experiences. The result is cost reductions, productivity gains, and solidified market leadership.
We manufacture and market a range of oral care essentials under the Colgate brand, including toothpastes, toothpowder, toothbrushes, mouthwashes & rinses, and specialty products such as professional grade oral care products. Additionally, our Palmolive brand offers a specialized range of personal care products.
In FY 2023-24, we further strengthened our portfolio by relaunching some of our bestsellers and our brand campaigns focused on two core objectives: (a) Rejuvenating the existing market leading products and increasing their market share*; and (b) Enhancing the premiumization drive of our portfolio to cater to specialty and evolving consumer needs.In FY 2023-24, we further strengthened our portfolio by relaunching some of our bestsellers and our brand campaigns focused on two core objectives: (a) Rejuvenating the existing market leading products and increasing their market share*; and (b) Enhancing the premiumization drive of our portfolio to cater to specialty and evolving consumer needs.
In our dedication to promoting Oral Health and overall well-being, we initiated the #DaantonKaPoshan campaign - The ad, featuring a beloved Granny and her #CuttingMachine grandchild, received acclaim for its blend of humor and authenticity that resonated with viewers.
This campaign serves as a platform to raise awareness and educate individuals on the significance of oral care. The campaign introduced the importance of Arginine technology that helps in teeth nourishment.
* Nourishment (Poshan) refers to nourishment of teeth enamel which
is remineralization action through arginine fluoride technology
Colgate-Palmolive (India) introduced the 'Neend Bhagao, Taazgi Jagao' (Drive out the sleep, Wake up with freshness) campaign, emphasizing the impacts of morning drowsiness and promoting alertness through Maxfresh toothpaste. The lighthearted film showcases a drowsy doctor's comedic misadventures, reinforcing the role of Maxfresh in facilitating a productive and alert morning routine.
The campaign along with strategic interventions led to MaxFresh emerging as the fastest-growing core brand in Colgate's portfolio in 2023.
Based on the alarming fact that the majority of Indians indulge in sweet treats after dinner, but often neglect brushing their teeth before bedtime, we launched 'The Sweet Truth' campaign.
Colgate aimed to raise awareness about the importance of nighttime brushing and help prevent serious dental problems like cavities, particularly during the festive season when sweet consumption tends to increase.
Note: To know more about the innovation behind our products, please see the Science-backed Products section from page 42 to 52
At Colgate-Palmolive (India), our mission is to produce quality products of the highest caliber that surpass consumer expectations. This pursuit of manufacturing excellence entails adept process management, innovative technology utilization, a highly skilled workforce, and an unwavering commitment to continuous improvement. The Company has its owned Industrial Sites at Goa, Baddi, Sri City & Sanand apart from third party manufacturing locations spread across India.
Sri City, Andhra Pradesh
Machine Learning-based vision system developed inhouse has been integrated into the end rounding machine at the Sri City plant to ensure continuous monitoring of toothbrush defects such as missing tufts and low strand counts. Using an ML based algorithm, the system accurately identifies defective toothbrushes, leading to their rejection. This approach has demonstrated remarkable effectiveness, with a 93% reduction in identified defects during final quality checks.
Sanand, Gujarat
The Sanand plant has taken quality assurance to the next level with a cutting-edge vision camera system. This innovative technology utilizes high-resolution cameras for a meticulous, no-touch approach to quality checks. This ensures consistent and accurate assessments, safeguarding against potential issues before they impact later stages. By leveraging advanced imaging, the system empowers a seamless, contamination-free inspection process. This not only upholds the highest quality standards for every product, but also prioritizes the safety and integrity of our offerings for consumers.
At Colgate, we strive towards consistently evolving our distribution efficiencies and processes to unlock new opportunities for business growth. Along with our partners, we continue to undertake customer development initiatives and progress on our journey towards spreading smiles to the last-mile stores and modern trade shoppers.
Our ways of distribution have now evolved from driving just the breadth of our reach to ensuring both breadth and assortment with Total Distribution Points (TDPs). Our efforts have been steered towards expanding the reach and spread of our products by ensuring the right assortment in the right stores, reaping significant lift in the availability of our brands across the portfolio. The TDP approach has not just helped strengthen the availability of our core brands but has also delivered rampant movement in our opportunity and premium brands with +20% reach uplift vs last year
Smile Stores, our AI-ML led bespoke assortment recommendation solution has been a key enabler in driving this quality distribution, translating our strategy to clear actions for our 5000+ feet on street. Over the last two years, Smile Stores has helped us deliver customized recommendations to 1.7 Mn stores, enabling us to increase our assortment by +14% over two-year CAGR and deliver strong business growth with converted stores growing 1.2x higher versus the rest.
Modern Trade continues to be one of our primary growth levers, and delivering best in class in-store experience becomes critical for meeting evolved consumer needs. In our endeavor of re-inventing the oral care category shelves via inspiring and futuristic oral care products, we set out to understand our shopper needs. This led to identification of 5 unique need spaces our shoppers seek, and our primary shelves, secondary elements and messaging have been tailored to these specific customer preferences and behaviors.
The stunning re-invented category shelves are now live in select Reliance Stores, fostering positive shopping experiences to drive category growth. The early reads on shopper navigation and business growths in pilot stores have been encouraging.
AmaZing, our image recognition led assisted merchandising solution, continues to enable perfect execution in every modern trade store. With AmaZing, we move out of manual input led tracking to a One Click solution. The app has led to significant time saving, reducing the time spent in data entry by merchandisers in-store.
AmaZing is live in 5000+ stores, having analyzed 3.1 mn+ images operating at 95%+ accuracy and delivering 95%+ on shelf availability and planogram compliance. To strengthen this further, our in-store resourcing has also undergone a complete rehaul to optimize our merchandised coverage.
