A true pioneer in India’s oral care landscape, Colgate introduced its first toothpaste to the country in the late 1930s. At the time, oral hygiene for most Indians was steeped in traditional practices,
think neem twigs, home remedies, and age-old rituals passed down through generations. When Colgate launched its first modern products, dental cream in a tube, tooth powder, and, most recognisably, the toothbrush, it didn’t just introduce a product; it sparked a cultural shift. Modern oral hygiene became a daily habit, and the brand quickly became a trusted household name.
For over 88 years, the toothpaste brand has been part of everyday Indian life from carefree childhood grins to mindful morning rituals. The brand evokes not only freshness but also nostalgia. Today, the brand’s name is so ingrained in our vocabulary that people often ask for “Colgate” when they simply mean “toothpaste.”
The Start of a Legacy of Trust
Every Indian has a memory linked to Colgate. For Sagar Shah, a 34-year-old entrepreneur and father from Mumbai, that connection bridges generations. “Colgate’s been around since I was a kid, I still remember those red-and-white tubes at home. Now, with my own child, it’s the one brand I don’t even second guess,” he says. “Whether it’s the strawberry kids’ variant for my younger one or Colgate Total for the rest of us, I know I’m covered. And with the Barbie electric toothbrush, I don’t even have to convince my daughter to brush twice a day.”
For homemaker Sunita Soni, 49, from Jaipur, Colgate blends tradition with innovation, “I’m always on the go, from household chores to everything in between. I need one product that tackles multiple concerns. Colgate Active Salt does exactly that—it uses the power of salt, something my family has trusted for ages, to stop oral problems before they start.”
Evolving with Every Generation
Today’s consumers want more than basic hygiene, they seek freshness, flavour, and a dash of excitement. For Gen Z and Millennials, Colgate has evolved into a lifestyle product.
“Colgate Purple is my go-to before shoots or events, it gives my smile that extra pop,” says Shifa Khan, 27, a social media consultant from Mumbai. “It’s almost like a beauty product. Sometimes I switch it up with MaxFresh, the one with hearts, it’s fun and makes brushing feel aesthetic.”
For others like Moiz Sayed, 26, a marketing manager from Bengaluru, simplicity is key, “I’ve been using Colgate Total since my early 20s. It works, it’s reliable, and I don’t have to think twice. On busy days, that kind of dependability matters—just like my Colgate ZigZag toothbrush, which makes sure every corner gets cleaned.”
The sentiment echoes with Ria Chowdhary, 31, a consultant from Kolkata, “As a child, my parents would buy me toothpaste with cartoon characters on it. Over time, I’ve only grown more loyal to the brand. My favourite is Colgate Total, but I also use Visible White Purple for extra brightness, and their mouthwash for a quick freshen-up. It leaves a lasting freshness and I know my teeth are being cared for.”
The Unmistakable Effect
From rural towns to urban metros, from children learning to brush to adults seeking advanced care, the brand has become more than just a toothpaste, it’s a daily ritual, a symbol of trust, and the gold standard in oral care. Few brands achieve this rare status: becoming so deeply woven into daily life that they define the category itself.
