Promise (brand)

Promise

Product type	Dental Products
Owner	Dabur
Introduced	1978; 47 years ago (1978)
Related brands	Babool and Meswak
Previous owners	Balsara Hygiene Products Limited
Website	https://www.daburdentalcare.com/

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]

See also

• List of toothpaste brands
• Index of oral health and dental articles

References

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.