The demand for herbal toothpastes in India has been on the rise since the early 2000s, with consumers increasingly seeking natural and Ayurvedic products. Patanjali Ayurved, a leading Indian company, identified this gap in the market and launched its Dant Kanti toothpaste, which it claims uniquely blends Ayurvedic knowledge and modern science. The company’s R&D team studied ancient Ayurvedic texts to select ingredients such as neem, clove, and mint, known for their oral hygiene benefits. These ingredients were incorporated into the toothpaste base in effective doses, and tests showed that the combination was more effective against bacteria than individual components.
To develop Dant Kanti, Patanjali conducted numerous lab tests to optimize texture, taste, pH, viscosity, foaming capacity, and preservative effectiveness. The company also ensured that the product was free from heavy metal contamination and conducted pilot scale-up tests to address commercial production issues. Stability studies were conducted to determine the product’s shelf life, and consumer feedback was also valued, with samples distributed to over 1,000 volunteers. Based on the feedback, the formulation was further refined, and Dant Kanti has since become a successful product in the market.
However, a study conducted by the Department of Consumer Affairs found that many “herbal” toothpastes, including Patanjali’s Dant Kanti, do not justify their use of the term “herbal”. The study found that over 90% of the composition of these toothpastes is the same as regular toothpastes, and they contain only about 2.5% herbal elements. The study tested 12 brands, including Dabur, Vicco, Himalaya, and Colgate, and found that none of them qualified as truly “herbal” toothpastes. Despite this, Patanjali claims that Dant Kanti’s success lies in its blend of Ayurvedic heritage and scientific rigor, and it continues to be a popular choice among consumers seeking natural oral care products. Overall, the Indian market for herbal toothpastes continues to grow, driven by consumer demand for natural and Ayurvedic products.