Promise (brand)

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Promise is a brand of toothpaste that was launched by Balsara hygiene in 1978 in India. Initially, the brand was successful and commanded second highest marketshare after Colgate which was the then 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 INR1.43 billion (US$24 million) deal.[3][4]


  1. ^ Majumdar, Ramanuj (2004). Product Management in India. PHI Learning Pvt. Ltd. p. 76. ISBN 812031252X. 
  2. ^ "How Balsara Lost Its Bite". Business Standard. 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.