ABSTRACT
In early December 2020, Rajeshwari Kamath, Chief Financial Officer (CFO) at BreathFresh Products Ltd, had just returned from an intense meeting with the Chief Executive Officer (CEO), Rajneesh Krishna, and the Senior Management Team from the Marketing and Sales Department. The meeting was about launching a new category of toothpaste following the grand success of Patanjali's DantKranti, which allowed them to gain double-digit market share in the Indian toothpaste market from absolute zero in just about five years by the end of the year 2018. Colgate's response in the form of its toothpaste brand VedShakti allowed them to consolidate its leadership position. Colgate was building an entire platform around VedShakti to offer multiple product offerings under the same brand.
