Patanjali toothpaste, shampoo eat into mshare of Colgate, Clinic

Baba Ramdev's threats to multinational fast moving consumer goods (FMCG) companies are not empty. While he has backed his challenge with year-on-year growth numbers, data from Euromonitor International shows that there has been a churn in market share in key categories. Growth going ahead is likely to be driven by foray into the premium Ayurvedic segment. Patanjali's marketshare in the shampoo and toothpaste category has doubled over the last two years. Market leader Clinic's market share has dipped to 13.40 percent in 2015 from 15.20 percent in 2013, while Patanjali's revenues from Kesh Kanti have risen to Rs 325 crore in 2015 resulting in market share increase to 5.6 percent in 2015 from 3.7 percent in 2013. In the toothpaste space, Colgate's market share has slightly dipped in 2015. Patanjali's Dant Kanti market share has increased to 5.4 percent in 2015. Much of this growth, say analysts, is driven through aggressive branding and marketing strategies, on the back of which faster growth could be in store for the company in its premium Ayurvedic space.