Here, Swagata Sharma, Head of Oral Care, Hindustan Unilever Limited, shares her perspective on how the category is transforming, the trends shaping it, and the future of oral care in India.
The oral care category seems to be transforming rapidly. From ‘just brushing,’ it now feels more about benefit segments and even self-expression. What’s driving this change?
Oral care has moved far beyond its old drivers of cavities, pain, and tooth loss. Today, consumers are seeking evolved benefits — whitening for beauty, gum protection for overall oral health, sensitivity relief for comfort, and long-lasting freshness as a daily confidence booster. It’s not just about avoiding problems anymore; it’s about upgrading your smile and your lifestyle.
People are experimenting like never before. The average household now uses four different toothpaste brands in a year, and this number only rises as you move up the income ladder. Consumers are no longer loyal to a single benefit — they’re mixing and matching solutions that fit their needs, moods, and occasions.
Looking at other countries, we know this evolved benefit spaces will boom in India too. Freshness, Whitening, and Therapeutics are the three big growth engines of the future — and we need to ensure we’re leading these trends, not following them.
If oral care were trending on Instagram or YouTube, what would be going viral?
People are already obsessed with oral care hacks — mixing things like baking soda, lemon, or charcoal — and many of these have gone viral. That’s why our myth-busting collaborations on Closeup White Now are working so well: they correct misinformation, build authority, and drive engagement.
What’s particularly exciting is that our brands are already part of culture. Closeup Antakshari, in its heyday, became one of the most beloved music game shows on Indian television — with Closeup as title sponsor, the brand was tied to music, fun, and togetherness for an entire generation. The jingle “Kya Aap Closeup Karte Hain” became iconic, so deeply embedded that people still hum it today and musicians organically recreate it. And most recently, our Valentine’s Day campaign with Pass Aao merged AI, love, and freshness — creating a cultural moment that people talked about and shared.
So in a world where every day oral care is trending, we’re not just a product — we’re part of the stories, the music, and the culture.
What is the personality of Pepsodent and Closeup?
Pepsodent is the Encourager-in-Chief — empathetic, knowledgeable, and reassuring. It stands for protection and care, powered by science, giving families peace of mind that their oral health is covered so life can go on without interruptions.
Closeup is the hype-buddy that sparks and celebrates the joys of closeness. Playful, expressive, and full of confidence, it turns oral care into an energising ritual — fresh, bold, and always ready to fuel connection.
Together, they’re two very different personalities — one a trusted guide, the other a lively friend — and that contrast is what makes our portfolio so powerful.
If there’s one product you believe deserves to go viral — something consumers would rave about if they fully understood its benefit — what would it be?
Without a doubt, it’s Pepsodent Gum Care. Nearly half of Indians suffer from gum problems, yet only 1 out of 100 people use a specialised toothpaste to address them. That’s a massive gap in awareness and care.
What makes Pepsodent Gum Care truly unique is that it doesn’t just clean the teeth — it works deeper, going to the root, which are your gums. Powered by 2% Zinc Citrate, it fights plaque at the gumline where problems actually begin. Clinically proven to reduce gum issues in just 7 days, it provides protection against five major gum concerns: swelling, bleeding, tenderness, bad breath, and risk of tooth loss.
At the end of the day, healthy gums are the foundation of healthy teeth.
I’ve been seeing influencers talk about the Purple Magic in Closeup White Now — what does that really mean?
Purple Magic – nice. Seems like you guys have been seeing our reels on Instagram.
Closeup White Now leverages a purple colour-corrector technology — the same principle used in cosmetics where purple tones cancel out yellow. The moment you brush, the purple pigments neutralise yellow undertones on the enamel surface, giving your smile an instant whitened look.
Beyond that, the formula is packed with micro-brighteners that gently lift surface stains from tea, coffee, or curry, helping the whitening effect last longer.
What are the non-negotiables in your family’s oral care routine?
Brushing twice a day is a must. Personally, I often end up brushing thrice — trying out the wonderful products our R&D team are creating! Right now, we’re also working on getting our two-year-old daughter into the habit of brushing twice a day. It can be a bit of a struggle, but she’s slowly getting used to it. And of course, in our home we never forget to change toothbrushes regularly.
What excites you the most about the future of the oral care category?
What excites me most is that we’re still only scratching the surface. Per capita consumption of toothpaste in India is just 0.6 the index of the Philippines and 0.3 the index of Brazil — which shows just how much headroom we have to grow.
Every breakthrough — whether in advanced gum health, instant whitening, or sensorial new formats — creates disproportionate value.
But the real magic is in our team. We work like an entrepreneurial, cross-functional start-up inside HUL — moving with agility, marrying science with culture, and always thinking like challengers. That’s how we’ll make better oral health and brighter smiles accessible to every Indian household — while premiumising the category for the future.
