Dabur expands oral care portfolio, launches new toothpaste

FMCG firm Dabur India has expanded its oral care portfolio in the country with the launch of 'Dabur Super Babool+Salt Power Toothpaste'.

"The new toothpaste combines salt and Babul 'Acacia Arabia' extracts in a unique formulation that has anti- bacterial power to fight against germs," Dabur India said in a statement.

The firm has roped in Bollywwod actor Irrfan Khan as the face of the brand. Khan will soon feature in a 360-degree multimedia campaign, encompassing print, electronic and online media, the statement said.

"We have combined our wisdom of traditional ingredients with strong Research & Development to create a wonder formulation that brings alive the power of two natural ingredients - Salt & Babul extracts - to give consumers the best in dental care," Dabur India Ltd Marketing Head-Oral Care Rana Banerjee said.

Shares of Dabur India were trading at Rs 131.80 apiece on the Bombay Stock Exchange in afternoon trade, down 0.86 per cent from its previous close.