Amway secures little smiles in India
Globally, the oral-care brand Glister has been present for more than five decades

Amway India, a wholly owned subsidiary of Michigan (US)-based $8.8 billion Amway, one of the largest direct selling companies in the world with presence in over 100 countries and territories, has made inroads into the Kids’ oral care segment with Glister Kids toothpaste. The roll out has also marked expansion of the flagship global oral care brand Glister in India.

Significantly, the Kids Oral Care market in India is estimated to be Rs 290 crore and has been growing at a CAGR of 19 per cent over the last five years or so (since 2011). Overall, the oral Care market in India, pegged at Rs 11000 crore, is estimated to grow at a CAGR of 7.2 per cent over next five years from 2016 to 2021Amway India is now gearing up to tap this fast growing segment and is confident of capturing a sizeable pie of the burgeoning kids oral care market with Glister Kids toothpaste thus strengthening its oral care portfolio. Globally Glister brand has been present for more than five decades now.

“Glister is one of the most popular global brands in the Rs 100-crore club of Amway which is ensuring oral hygiene for consumers globally for the last fifty-four years. Through the launch of the Glister Kids toothpaste, we would like to capture children's interest in oral hygiene so that it is easy to inculcate the good habit of brushing. We are confident that the newest extension of Glister will win the trust of parents and help them develop healthy oral care habits in kids at an early age,” said Sundip Shah, chief marketing officer, Amway India.

Interestingly, Amway India has also come up with a special campaign – # GlisterkidsWonderMom amongst its direct sellers in India inviting mothers to share their moments of pride. Under this campaign, mothers shared 1-minute videos featuring their precious moments which bought smiles on their child’s face and the most inspiring videos will get featured in a beautiful montage, which will be created by Amway India.

“The children have different dental needs than adults. The early loss of baby teeth can make it harder for permanent teeth to develop properly. Taking cognisance of the fact, we have forayed into Kids oral care market with a holistic approach of launching the product for achieving the greater good of educating children on oral health by engaging them in their formative years”, added Anisha Sharma, head, beauty & personal care, Amway India.

Glister Kids Toothpaste has been designed to appeal and engage children in a friendly way. To ensure kids adopt the right brushing habits conveniently, Amway has introduced “Patches the Panda” a fun mascot on the packaging of the toothpaste and has also introduced exclusive tools – an instructional two-minute brushing jingle and an informative activity e-book on the Amway website in self-oral care. In addition, the company plans to organise dental cafés wherein dentists will sensitize the audience on oral hygiene, followed by some fulfilled activities for parents & children.

Shah said that Glister Kids toothpaste has been specially formulated for children aged 2 years and above and is an anti -cavity sugar free toothpaste in gel format. The refreshing and rejuvenating strawberry flavour of the toothpaste freshens breath and encourages kids to brush their teeth regularly. Competitively priced at Rs192 for 100 gm tube, the toothpaste is fortified with patented exclusive REMINACT™ formula which replenishes essential natural minerals like calcium and phosphorous in teeth. It gently ensures stronger and decay-free teeth and protects the enamel gently. The low fluoride content of the toothpaste strengthens and protects young teeth.

Ritwik Mukherjee