Meswak

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Meswak
Miswak Herbal Toothpaste.jpg
Meswak Herbal Toothpaste manufactured in the Middle East
Product typeDental Products
Owner Dabur
Introduced1998;27 years ago (1998)
Related brands Babool and Promise
Previous ownersBalsara Hygiene Products Limited
Ambassador(s) Bipasha Basu
Website https://www.daburdentalcare.com/meswak/

Meswak (also referred to as Miswak) is a fluoride-free toothpaste brand that was launched in India by Balsara Hygiene in 1998. [1] The toothpaste is marketed as a herbal toothpaste [2] as it is made from extracts of the Salvadora persica plant. [3] The teeth cleaning twig of the plant is reputed to have been used over 7,000 years ago. [4]

Contents

History

The brand was relatively unknown until a television advertising campaign during the 1998 Coca-Cola Cup spread brand awareness. [5] In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise in a ₹1.43 billion (US$17 million) deal. [6] [7] As of 2007, the Meswak brand was valued at ₹200 million (US$2.4 million). [8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador. [9]

See also

References

  1. ↑ "How Balsara Lost Its Bite". Business Standard . India. 6 August 2002. Retrieved 13 March 2012.
  2. ↑ Deborah J. Macinnis, Pinaki Dasgupta, Wayne D. Hoyer (2008). Consumer Behaviour. Dreamtech Press. p. 105. ISBN   978-8177227543.
  3. ↑ "The natural barrier". The Indian Express . 3 February 2008. Archived from the original on 4 December 2008. Retrieved 13 March 2012.
  4. ↑ Ra'ed I. Al Sadhan, Khalid Almas (1999). "Miswak (chewing Stick): A Cultural And Scientific Heritage". Saudi Dental Journal. 11 (2): 80–88.
  5. ↑ "The image will endure". The Hindu . 5 July 2002. Retrieved 13 March 2012.
  6. ↑ "Dabur buys 3 Balsara group cos for Rs 143 cr". The Hindu . 28 January 2005. Retrieved 13 March 2012.
  7. ↑ "Dabur to buy Balsara for Rs 143 cr". The Financial Express . India. 28 January 2005. Retrieved 13 March 2012.
  8. ↑ "Dabur outpaces MNCs Colgate, HLL in oral care". The Economic Times . 26 April 2007. Archived from the original on 21 August 2013. Retrieved 13 March 2012.
  9. ↑ "Dabur to expand oral care range, ropes in Bipasha for Meswak". The Economic Times . 27 March 2011. Archived from the original on 18 August 2011. Retrieved 13 March 2012.
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