The Amway India, the country’s largest direct selling FMCG Company, has announced its entry into kid’s oral care segment with the launch of Glister Kids toothpaste.
The launch has marked expansion of the flagship Glister brand, which has won the trust of millions of consumers over five decades globally.
“Glister is one of the most popular global brands in the 100-crore club of Amway which is ensuring oral hygiene for consumers globally for the last fifty-four years. Through the launch of the Glister Kids toothpaste, we would like to capture children's interest in oral hygiene so that it is easy to inculcate the good habit of brushing,” said Amway India chief marketing officer Sundip Shah.
Kids oral care market in India, pegged at Rs 290 crore, has grown at a CAGR of 19 per cent over last five years from 2011 to 2016. The Amway India is confident of capturing a sizeable pie of the market with Glister Kids toothpaste thus strengthening its oral care portfolio, added Shah.
Specially formulated for children aged 2 years and above, the Glister Kids toothpaste is anti-cavity sugar-free toothpaste in gel format. Priced at Rs 192 for 100 gm tube, the toothpaste replenishes essential natural minerals like calcium and phosphorous in teeth. It gently ensures stronger and decay-free teeth and protects the enamel gently. The low fluoride content of the toothpaste strengthens and protects young teeth.
