Amway India enters kid’s oral care segment


Amway India has announced its entry into kid’s oral care segment with the launch of Glister Kids toothpaste. The launch has marked expansion of the flagship global oral care brand Glister in India which has won the trust of millions of valued consumers for generations over five decades globally.


Sundip Shah, Chief Marketing Officer, Amway India said, “Glister is one of the most popular global brands in the 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.” 


“Kids Oral Care market in India, pegged at INR 290 crore, has grown at a CAGR of 19 % over last five years from 2011 to 2016. Amway India is confident of capturing a sizeable pie of the burgeoning kids oral care market with Glister Kids toothpaste thus strengthening its oral care portfolio”, added Mr. Shah.


Specially formulated for children aged 2 years and above, Glister Kids toothpaste is an anti -cavity sugar free toothpaste in gel format. The refreshing and rejuvenating strawberry flavor of the toothpaste freshens breath and encourages kids to brush their teeth regularly.


Competitively priced at INR 192 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.


Anisha Sharma, Head, Beauty & Personal Care, Amway India said, “Children have different dental needs than adults.  The early loss of baby teeth can make it harder for permanent teeth to develop properly. Taking cognizance 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.” 


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 organize dental cafés wherein dentists will sensitize the audience on oral hygiene, followed by some fulfilled activities for parents & children 


Oral Care market in India, pegged at INR 11000 crore, is estimated to grow at a CAGR of 7.2% over next five years from 2016 to 2021.


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