The company's first move towards premiumisation was to give a facelift to its largest sub-brand, Colgate Total.
Ajita Shashidhar is an Editor-At-Large for Fortune India, focusing on multinational business and economic stories, with a particular emphasis on the Indian market. With a keen interest in entrepreneurship, leadership, and social impact, Ajita brings a unique perspective to her articles, exploring the challenges and opportunities faced by businesses in a rapidly changing global landscape.