Meswak (also referred to as Miswak) is a fluoride-free toothpaste brand that was launched in India by Balsara Hygiene in 1998.[1] The toothpaste is marketed as a herbal toothpaste[2] as it is made from extracts of the Salvadora persica plant.[3] The teeth cleaning twig of the plant is reputed to have been used over 7,000 years ago.[4]
History
The brand was relatively unknown until a television advertising campaign during the 1998 Coca-Cola Cup spread brand awareness.[5] In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise in a inr 1430000000 deal.[6][7] As of 2007, the Meswak brand was valued at inr 200000000.[8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.[9]
See also
- List of toothpaste brands
- Index of oral health and dental articles
External links
References
- How Balsara Lost Its Bite Business Standard, 6 August 2002, retrieved 13 March 2012^
- Wayne D. Hoyer Deborah J. Macinnis, Pinaki Dasgupta. Consumer Behaviour Dreamtech Press, 2008^
- The natural barrier The Indian Express, 3 February 2008, retrieved 13 March 2012^
- Ra'ed I. Al Sadhan, Khalid Almas. Miswak (chewing Stick): A Cultural And Scientific Heritage. Saudi Dental Journal, 1999^
- The image will endure The Hindu, 5 July 2002, retrieved 13 March 2012^
- Dabur buys 3 Balsara group cos for Rs 143 cr The Hindu, 28 January 2005, retrieved 13 March 2012^
- Dabur to buy Balsara for Rs 143 cr The Financial Express, 28 January 2005, retrieved 13 March 2012^
- Dabur outpaces MNCs Colgate, HLL in oral care The Economic Times, 26 April 2007, retrieved 13 March 2012^
- Dabur to expand oral care range, ropes in Bipasha for Meswak The Economic Times, 27 March 2011, retrieved 13 March 2012^