From a modest start in 1937, when handcarts were used to distribute Colgate Dental Cream Toothpaste, Colgate-Palmolive (India) today has one of the widest distribution networks in India - a logistical marvel that makes Colgate available in almost 5.8 + million retail outlets across the country. The Company has grown to a Rs. 4490 crore plus organization with an outstanding record of enhancing value for its strong shareholder base. The company leads the 7600 crore Indian toothpaste market by holding 53.2% of the value market share in 2016-17.
Since 1976, Colgate has worked in close partnership with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country under its 'Bright Smiles, Bright Futures' Schools Dental Education Program. This program has successfully reached more than 142 million school children between the age of 6-14 years across 3,27,000 schools in urban and rural India across the country since its launch. In the year 2016-17 alone, the BSBF program reached 8.2 million children across the country. The program focuses on children so that the message of good oral hygiene is carried home to families and the community at large. In 2004, as an additional effort to create awareness for good oral hygiene 'Oral Health Month' (OHM), was introduced. Since its launch, OHM is conducted each year during October-November, where free dental check-ups are conducted by Colgate in partnership with Indian Dental Association across the country. Conducted in designated towns and cities to establish and promote the importance of good oral hygiene, OHM is Colgate's mass consumer contact program.
The strong relationship and the trust of generations of consumers, trade and the dental profession built over decades of operations in India has made Colgate a trusted household name. In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category) in the 2009 Outlook Money NDTV Profits Awards. Colgate was ranked as India's #1 Most Trusted Brand across all categories for seven consecutive years from 2011 to 2017 by Brand Equity's Most Trusted Brand Survey, conducted by Nielsen. It is the only brand to be in the top three since the inception of the survey in 2001. Prior to this, Colgate was also rated as the #1 brand by the A&M - MODE Annual Survey for India's Top Brands for eight out of nine years during the period 1992 to 2001.