Dabur And HUL Raise Toothpaste Prices After Colgate Price Hikes
Dabur and HUL increase toothpaste prices following Colgate amid rising costs.
India’s fast-moving consumer goods (FMCG) sector is witnessing a fresh round of price increases in the oral care segment, with major companies Dabur India and Hindustan Unilever raising toothpaste prices amid continued pressure from rising input costs. The hikes follow recent price revisions by Colgate-Palmolive, signalling a broader industry-wide response to inflation in raw materials and packaging expenses.
According to dealer-level information, Dabur has increased toothpaste prices by approximately 4.4% this month. The company has raised the price of its flagship Dabur Red toothpaste 200-gram pack by ₹6 to ₹141. Similarly, the Meswak toothpaste 200-gram pack has also seen a ₹6 hike, bringing its retail price to ₹141. The adjustments reflect the company’s attempt to offset rising costs while maintaining margins in a highly competitive segment.
Hindustan Unilever has also implemented more moderate price increases, ranging between 2% and 3%. The 200-gram pack of Pepsodent has become costlier by ₹4, now priced at ₹135, while the 150-gram Closeup variant has seen a ₹3 increase, taking its new price to ₹132. The company is reportedly balancing direct price hikes with grammage adjustments in smaller packs to maintain affordability for consumers.
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The recent revisions come shortly after Colgate-Palmolive increased prices across several of its popular variants, including Colgate Dental Cream, Max Fresh Blue, and Visible White products. Industry sources suggest that sustained inflation in key inputs such as chemicals, packaging materials, and logistics has significantly impacted cost structures, forcing FMCG players to pass on part of the burden to consumers.
Within the sector, oral care remains a strategically important category. For Dabur, toothpaste contributes nearly 18–19% of domestic revenue, making pricing decisions in the segment particularly significant for overall performance. In contrast, oral care accounts for only about 2% of HUL’s total revenue, though it continues to be a high-margin business with EBITDA margins reportedly above 25%.
Industry executives note that both companies had already indicated the likelihood of selective price increases in recent earnings commentary. While Dabur had guided for around 4% price hikes in the near term, HUL has previously stated that it would use a combination of price increases and product-size adjustments to manage inflationary pressures while trying to preserve consumer demand in a price-sensitive market.
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