Dabur has launched a bold advertising campaign taking a playful swipe at American toothpaste titan Colgate, capitalizing on the escalating India-US tariff disputes and Prime Minister Narendra Modi’s push for ‘Made-in-India’ products.
As the sun sets on another bustling day in India, a new corporate clash is lighting up the consumer goods landscape. Homegrown FMCG titan Dabur has unleashed a sly advertising campaign taking aim at American toothpaste giant Colgate, cleverly tapping into the simmering India-US tariff disputes and Prime Minister Narendra Modi’s clarion call for ‘Made-in-India’ products. With a provocative tagline – “Kya aapko pata hai ki aapka pasandida toothpaste American hai?” – Dabur is sparking a ‘Toothpaste War’ that’s as much about national pride as it is about market share. Here’s how this battle of brushes is unfolding in the ₹15,000 crore Indian toothpaste market, where Colgate holds a commanding 43% share.
In a bold marketing move that’s stirring up the Indian consumer goods sector, homegrown FMCG giant Dabur has launched an advertisement campaign subtly jabbing at American toothpaste behemoth Colgate, capitalizing on the ongoing India-US tariff disputes and Prime Minister Narendra Modi’s vocal push for ‘Made-in-India’ products. The ad, which has gone viral on social media and television, poses a pointed question to consumers: “Did you know your favorite toothpaste is American?”
This cheeky campaign comes at a time when bilateral trade relations between India and the United States are under strain due to escalating tariff wars. The disputes trace back to 2019 when the US imposed higher tariffs on Indian steel and aluminum exports, prompting India to retaliate with duties on 28 American products, including almonds, apples, and walnuts. More recently, tensions have flared over digital services taxes and agricultural subsidies, with the US Trade Representative’s office criticizing India’s trade practices in its 2024 report. Analysts suggest that such economic friction is encouraging Indian brands to leverage nationalist sentiments, urging consumers to support local alternatives.
Dabur, known for its Ayurvedic and natural products like Dabur Red Paste, is positioning itself as the patriotic choice in the fiercely competitive Indian toothpaste market, valued at over ₹15,000 crore (approximately $1.8 billion). According to market research firm NielsenIQ, Colgate-Palmolive holds a dominant 43% share, making it the undisputed leader. Dabur, with around 15-20% market share through its various toothpaste brands, is aiming to chip away at this stronghold by appealing to the ‘Vocal for Local’ ethos championed by PM Modi.
The timing of the ad is no coincidence. It follows Modi’s recent Independence Day address on August 15, 2025, where he reiterated his call for Indians to prioritize domestically manufactured goods to boost self-reliance under the Atmanirbhar Bharat initiative. “Every Indian should think twice before buying foreign products,” Modi said, emphasizing how such choices strengthen the economy and create jobs. Dabur’s campaign echoes this narrative, highlighting the ‘Indian-ness’ of its products derived from traditional herbs like clove and mint, contrasting them with Colgate’s US origins.
Industry experts see this as part of a broader trend where Indian brands are weaponizing nationalism in advertising. “It’s a smart strategy,” says marketing consultant Harish Bijoor. “With rising anti-foreign sentiment amid trade wars, brands like Dabur are tapping into emotional appeals. Remember Patanjali’s campaigns against multinationals? This is similar but more subtle.” Colgate, a subsidiary of the New York-based Colgate-Palmolive Company, has been in India since 1937 and manufactures most of its products locally. However, the ad cleverly focuses on its American parentage, ignoring the fact that over 99% of Colgate’s Indian sales come from domestically produced items.
Colgate-Palmolive India has not officially responded to the ad, but sources close to the company indicate they’re monitoring the situation. In a statement to Business Standard last month, a spokesperson emphasized their commitment to India: “We are proud to be a part of Indian households for decades, with a strong local manufacturing footprint.” Meanwhile, Dabur’s shares rose 2.5% on the Bombay Stock Exchange following the ad’s release, signaling investor approval.
This ‘Toothpaste War’ isn’t isolated. Similar skirmishes have played out in other sectors: Indian dairy brands vs. US imports amid tariff hikes on milk products, or domestic electronics firms pushing against Chinese smartphones under the ‘Boycott China’ wave. Economists warn that while such campaigns boost short-term sales, they could complicate trade negotiations. The India-US Comprehensive Economic Partnership talks, stalled since 2023, might face further hurdles if consumer boycotts gain traction.
For consumers, the choice boils down to efficacy, price, and now, patriotism. As one Mumbai shopper told us, “I’ve used Colgate forever, but if it’s American and hurting our economy, maybe it’s time to switch to Dabur.” Whether this ad sparks a real shift in market shares remains to be seen, but it’s clear: in the battle for India’s smiles, nationalism is the new fluoride.