Promise (toothpaste)

Promise is a brand of toothpaste that was launched in 1978 by Balsara hygiene in India. Initially, the brand was successful and commanded the second-highest market share after Colgate which was then the market leader. The success of the brand was attributed to the fact that it was positioned as a toothpaste made of clove oil, which is traditionally used in India to treat dental ailments. The brand's tagline was "The unique toothpaste with time-tested clove oil".^[1] Its brand ambassador was Maya Alagh. In 1994, the company launched a 2-in-1 gel under the Promise brand, however this product failed because it was aimed at the youth segment which did not relate to Promise's strong clove taste.^[2] In 2005, Promise was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Meswak in a ₹1.43 billion (US$17 million) deal.^[3][4]

1. ^ Majumdar, Ramanuj (2004). Product Management in India. PHI Learning Pvt. Ltd. p. 76. ISBN 812031252X.
2. ^ "How Balsara Lost Its Bite". Business Standard. India. 6 August 2002. Retrieved 13 March 2012.
3. ^ "Dabur buys 3 Balsara group cos for Rs 143 cr". The Hindu. 28 January 2005. Retrieved 13 March 2012.
4. ^ "Dabur to buy Balsara for Rs 143 cr". The Financial Express. 28 January 2005. Retrieved 13 March 2012.

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