Promise is a brand of

toothpaste Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it is an abrasive that aids in removing dental plaque and food from the teeth, a ...

that was launched in 1978 by Balsara hygiene in

India India, officially the Republic of India (Hindi: ), is a country in South Asia. It is the seventh-largest country by area, the second-most populous country, and the most populous democracy in the world. Bounded by the Indian Ocean on the so ...

. Initially, the brand was successful and commanded second highest marketshare 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 Oil of clove, also known as clove oil, is an essential oil extracted from the clove plant, ''Syzygium aromaticum''. Clove oil is commonly used in aromatherapy and for flavoring food and some medicines. Madagascar and Indonesia are the main produce ...

, which is traditionally used in India to treat dental ailments. The brand's tagline was "The unique toothpaste with time-tested clove oil". Its brand ambassador was

Maya Alagh Maya Alagh is an Indian television and film actress. Personal life Maya is married to Sunil Alagh, who is a former managing director and CEO of Britannia Industries. Their daughter Anjori Alagh is also an actress. Maya started off her car ...

. 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. In 2005, Promise was sold by Balsara to

Dabur Dabur Ltd is an Indian multinational consumer goods company, founded by S. K. Burman and headquartered in Ghaziabad. It manufactures Ayurvedic medicine and natural consumer products, and is one of the largest fast-moving consumer goods (FMCG) ...

along with other Balsara toothpaste brands

Babool ''Vachellia nilotica'', more commonly known as ''Acacia nilotica'', and by the vernacular names of gum arabic tree, babul, thorn mimosa, Egyptian acacia or thorny acacia, is a flowering tree in the family Fabaceae. It is native to Africa, the Mi ...

and

Meswak Meswak (also referred to as ''Miswak'') is a fluoride-free toothpaste brand that was launched in India by Balsara Hygiene in 1998. The toothpaste is marketed as a herbal toothpaste as it is made from extracts of the ''Salvadora persica'' plant ...

in a deal.

References

Brands of toothpaste Oral hygiene Indian brands Dabur Group {{Product-stub

See also

References