Trade tensions between US and India have spilled into the consumer market, with toothpaste brands at the center of the latest battle, Reuters reported.
Indian company Dabur launched an ad urging people to pick local toothpaste over foreign ones. The campaign, echoing Indian Prime Minister Narendra Modi’s recent “Swadeshi” call, hinted at Colgate without naming it, using red, white, and blue designs resembling the American flag.
Colgate dominates India’s toothpaste market with 43 percent share, while Dabur holds about 17 percent. The campaign highlights growing pressure on US firms as nationalism influences buying choices.
According to Reuters, other companies are also tapping into patriotic sentiment. Amul has pushed “Made in India” messages online, while Rediff promoted itself as the nation’s own email service.
