Behind every healthy smile is healthy behavior. The Oral Health Movement (OHM) initiated by Colgate- Palmolive (India), represents a decisive shift, from ensuring access to oral care products to actively transforming oral health behavior across India.
Having been present in India for close to nine decades, we have played a foundational role in building the oral care category. For much of this journey, our focus was on access, making toothbrushes and toothpaste available in every household. With near-universal product penetration achieved, the next phase of our journey focuses on driving consistent adoption of recommended dental practices.
The data made the urgency clear. Despite widespread availability of products, 80% of urban Indians do not brush at night, 55% of rural Indians do not brush daily, and 91% of Indians do not visit a dentist even once a year.*
*Kantar HH Panel
From Awareness
to Action
The centerpiece of the initiative was India's first AI-powered oral health screening tool, accessible to anyone with a smartphone through WhatsApp. The tool enabled widespread participation in personalized oral health screening, providing individuals with a dental score and actionable guidance on next steps. For many, this represented the first proactive step towards taking ownership of their oral health. In a country where dental visits have historically been driven only by pain, a significant number of individuals who completed a screening proactively visited a dentist.
Understanding India's Oral Health Reality
One of OHM's defining strengths is its ability to generate large-scale behavioral insights. For the first time, data from dental screenings has given India a clear, population-level picture of where the country truly stands.
India's overall Oral Health Score is 2.6 out of 5
72% of individuals are at high risk of at least one oral health concern
41% are at risk of cavities
44% are prone to gum issues
Only 10% achieved a perfect score
Over 60% of Indians above 50 are at high risk of gum-related issues
50% of children (3–12 years) and 72% of older adults (64+) show heightened cavity risk
Eastern India shows higher incidence of stains, linked largely to tobacco usage
Cavities are more common in Keralam, Jharkhand, and Rajasthan, where over 50% are at high risk
These insights sharpen our interventions, making them more targeted, more relevant, and more effective across diverse demographic groups
Reaching Millions Across India
The OHM campaign reached over 4.5 million Indians, through national media partnerships, community kiosks, and OHM-branded packaging that put a QR code directly in the hands of consumers. Print, television, digital, and retail all played a role, extending the movement into smaller towns and underserved communities alike. On-ground activations at public spaces, markets, and community centers enabled free screenings and dental consultations.
Building the Habits for Tomorrow
Our flagship Colgate Bright Smiles, Bright Futures® (BSBF) program has been reaching children in schools since 1991, embedding the habit of correct brushing, nutrition awareness, and tobacco prevention. To date, BSBF has positively engaged 195 million children and their families across India. Children act as powerful agents of change, carrying these good practices into their homes and communities, multiplying the impact beyond the classroom.
A Sustained Movement
The OHM is a sustained, systemic effort to make dental wellness second nature for every Indian by integrating awareness, technology, professional access, and early childhood education. The numbers tell the story of scale. The behavior tells the story of impact. Together, they represent our most ambitious commitment yet to the oral health of India.
The true measure of OHM is in the moments of change it created. 1 in 6 individuals who were screened took the next step and visited a dentist* - marking a genuine, measurable shift in behavior. That is the smile we are working towards, for every Indian.
*As per IDA data
OHM SUMMIT
Making Oral Health India's National Public Health Priority
Colgate convened the Oral Health Movement Summit in New Delhi to elevate oral health within India's broader healthcare discourse and policy focus.
The summit brought together senior policymakers, healthcare leaders, and experts including Shri JP Nadda, Hon'ble Union Minister of Health and Family Welfare; Dr. Indu Bhushan, former CEO, Ayushman Bharat; Dr. Ashok Dhoble, Secretary General, Indian Dental Association and Dr. Mahesh Verma, Vice Chancellor, GGSIP University. It underscored the growing recognition of oral health as a critical component of overall health outcomes in the country.
Colgate's Oral Health Movement in partnership with the Indian Dental Association has transformed oral care from a neglected concern into a national priority, supporting the Government's National Oral Health Program.
Shri JP Nadda
Hon'ble Union Minister of Health and Family Welfare
Improving oral hygiene can also positively impact systemic diseases like diabetes, cardiovascular conditions, and respiratory infections, thus easing the burden on one's own health and the nation's healthcare infrastructure.
Prabha Narasimhan
Managing Director & CEO,
Colgate-Palmolive (India) Limited
There is a similarity between oral health and sanitation. Both require a multi-sectoral approach involving health, education and social welfare. Also, it needs to be data driven. Lastly, there needs to be public, private and civil society collaboration like we had for Swachh Bharat.
Dr. Indu Bhushan
former CEO, Ayushman Bharat
Today the biggest barrier is that we tend to overlook oral health. But there is a deep systemic link between oral health and general health. Good oral health is also going to decrease the burden of the diseases.
Dr. Mahesh Verma
Vice Chancellor, GGSIP University
