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]
 Meswak Herbal Toothpaste manufactured in the Middle East | |
| Product type | Dental Products |
|---|---|
| Owner | Dabur |
| Introduced | 1998 |
| Related brands | Babool and Promise |
| Previous owners | Balsara Hygiene Products Limited |
| Ambassador(s) | Bipasha Basu |
| Website | https://www.daburdentalcare.com/meswak/ |
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$18 million) deal.[6][7] As of 2007, the Meswak brand was valued at ₹200 million (US$2.5 million).[8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.[9]
See also edit
References edit
- ^ "How Balsara Lost Its Bite". Business Standard. India. 6 August 2002. Retrieved 13 March 2012.
- ^ Deborah J. Macinnis, Pinaki Dasgupta, Wayne D. Hoyer (2008). Consumer Behaviour. Dreamtech Press. p. 105. ISBN 8177227548.
- ^ "The natural barrier". The Indian Express. 3 February 2008. Archived from the original on 4 December 2008. Retrieved 13 March 2012.
- ^ Ra'ed I. Al Sadhan, Khalid Almas (1999). "Miswak (chewing Stick): A Cultural And Scientific Heritage". Saudi Dental Journal. 11 (2): 80–88.
- ^ "The image will endure". The Hindu. 5 July 2002. Retrieved 13 March 2012.
- ^ "Dabur buys 3 Balsara group cos for Rs 143 cr". The Hindu. 28 January 2005. Retrieved 13 March 2012.
- ^ "Dabur to buy Balsara for Rs 143 cr". The Financial Express. India. 28 January 2005. Retrieved 13 March 2012.
- ^ "Dabur outpaces MNCs Colgate, HLL in oral care". The Economic Times. 26 April 2007. Retrieved 13 March 2012.
- ^ "Dabur to expand oral care range, ropes in Bipasha for Meswak". The Economic Times. 27 March 2011. Retrieved 13 March 2012.
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