Dabur taps into anti-US sentiment with nationalist toothpaste campaign in India
This move reflects broader sentiment encouraging Indians to support domestic brands in the face of geopolitical friction.
INDIA – Dabur India has launched a bold nationalist marketing campaign challenging Colgate-Palmolive in India’s lucrative toothpaste market.
The campaign positions Dabur Red as the patriotic “Swadeshi” choice amid rising India-US trade tensions, urging Indian consumers to opt for domestic brands over American ones, such as Colgate.
Dabur placed a front-page newspaper ad featuring unbranded toothpaste packaging that resembled Colgate’s typical design, with the tagline “Born there, not here,” styled in the colors of the US flag.
Without naming Colgate explicitly, Dabur emphasized that India’s most popular toothpaste brand is foreign, aiming to capitalize on growing nationalist sentiments following the US’s imposition of tariffs of up to 50% on Indian imports.
This move aligns with Prime Minister Narendra Modi’s renewed calls for the use of locally made products.
Colgate dominates India’s toothpaste market with a 43% share, far ahead of Dabur’s 17%. Dabur’s campaign ties product choice directly to patriotism, inviting consumers to reconsider foreign brands in favor of Indian alternatives.
The campaign has sparked mixed reactions, with supporters praising the “Made in India” stance and critics warning against turning product preference into a nationalistic “us versus them” debate.
Marketing experts see Dabur’s effort as “moment marketing,” capitalizing on heightened nationalist sentiment to gain market traction in a competitive landscape.
The ad also links consumers directly to Amazon India via a QR code, blending patriotism with modern e-commerce channels.
Dabur declined to comment on the campaign, and Colgate did not respond to inquiries.
Meanwhile, Dabur recently entered the nutraceuticals segment with the launch of its new wellness brand, Siens, marking a significant expansion of its product portfolio into the premium health and nutrition space.
The collection includes marine collagen, 3-in-1 hair, skin, and nail gummies, multivitamins tailored for both men and women, Omega-3 softgels, and daily pre- and probiotics.
It features a range of contemporary formats, including gummies, softgels, and tablets.
Siens delivers targeted wellness solutions across three core categories: beauty and skin health, daily wellness, and gut health.
All products are formulated with clinically studied ingredients sourced from globally reputed suppliers and manufactured in GMP-, ISO-, and HACCP-certified facilities.
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