Meswak

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Meswak (also referred to as Miswak) is a 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 brand was relatively unknown until a television advertising campaign during the 1998 Coca-Cola Cup spread brand awareness.[4] In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise in a INR1.43 billion (US$24 million) deal.[5][6] As of 2007, the Meswak brand was valued at INR200 million (US$3.3 million).[7] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.[8]

References[edit]

  1. ^ "How Balsara Lost Its Bite". Business Standard. 6 August 2002. Retrieved 13 March 2012. 
  2. ^ Deborah J. Macinnis, Pinaki Dasgupta, Wayne D. Hoyer (2008). Consumer Behaviour. Dreamtech Press. p. 105. ISBN 8177227548. 
  3. ^ "The natural barrier". The Indian Express. 3 February 2008. Retrieved 13 March 2012. 
  4. ^ "The image will endure". The Hindu. 5 July 2002. Retrieved 13 March 2012. 
  5. ^ "Dabur buys 3 Balsara group cos for Rs 143 cr". The Hindu. 28 January 2005. Retrieved 13 March 2012. 
  6. ^ "Dabur to buy Balsara for Rs 143 cr". The Financial Express. 28 January 2005. Retrieved 13 March 2012. 
  7. ^ "Dabur outpaces MNCs Colgate, HLL in oral care". The Economic Times. 26 April 2007. Retrieved 13 March 2012. 
  8. ^ "Dabur to expand oral care range, ropes in Bipasha for Meswak". The Economic Times. 27 March 2011. Retrieved 13 March 2012.