Colgate Cuts Prices of Toothpaste and Brushes Starting September 22

Colgate-Palmolive has announced a significant reduction in the prices of its toothpaste and toothbrushes, effective from September 22, 2025. This initiative, driven by new Goods and Services Tax (GST) rates, aims to enhance dental health while easing financial burdens for families across India. By lowering prices, Colgate seeks to make its high-quality oral care products more accessible to consumers.

The company’s revised pricing structure includes several popular products. For example, the Colgate Total Health 80g toothpaste will decrease from Rs 95 to Rs 80. Other notable changes include a reduction in the price of the Maxfresh 50g from Rs 138 to Rs 135, and the Strong Teeth 200g toothpaste, now priced at Rs 130, down from Rs 149. Similarly, the Active Salt 200g will see a price cut from Rs 166 to Rs 142. Additionally, toothbrushes such as the Zigzag Deep Clean 6-pack will be reduced from Rs 155 to Rs 138, while the Sensitive Toothbrush will be available for Rs 62, down from Rs 70.

Consumers are advised to verify prices at the point of purchase, as the transition may result in both old and new prices being available temporarily. The price adjustments reflect Colgate-Palmolive’s longstanding commitment to oral care, which spans 88 years. This move is expected to provide considerable relief to middle-class families, where managing daily expenses is increasingly important.

Impact on Oral Health and Market Competition

As awareness of oral health continues to grow in India, experts suggest that these price cuts could lead to improved dental hygiene among consumers. Products like Strong Teeth and Active Salt, known for their efficacy in strengthening teeth, will now be more affordable for households. This is particularly beneficial for families with children, as the Zigzag toothbrush has become a popular choice among young users.

The price reductions may also stimulate market competition, potentially prompting other brands to lower their prices in response. However, some consumers have expressed concerns regarding potential stock shortages as companies adjust to the new pricing structure.

Colgate’s initiative is poised to not only enhance dental health but also alleviate financial pressures on families throughout India. By making essential oral care products more affordable, the company reinforces its dedication to public health while fostering a more competitive marketplace. This positive shift is expected to resonate with consumers, allowing them to access high-quality products that promote better dental hygiene.