India Toothbrush Market Assessment, By Product Type, By Bristle Type, By Category, By Pack Size, By Usability, By End User, By Price Range, By Distribution Channel, By Region, Opportunities and Forecast, FY2019-FY2033F

India toothbrush market is projected to witness a CAGR of 4.04% during the forecast period FY2026-FY2033, growing from USD 442.84 million in FY2025 to USD 607.92 million in FY2033F, owing to rising oral hygiene awareness, product innovation, urbanization. Moreover, rise in disposable incomes, particularly among India's expanding middle class where consumers are upgrading from basic toothbrushes to premium options, including electric variants with advanced features like pressure sensors.

Product innovation is a crucial lever for growth as brands develop specialized design products that appeal to consumers. For instance, in July 2023, Chipper Consumer Private Limited (Perfora) launched India's first aluminium-handle electric toothbrush, reducing plastic use by 70%. Durable, recyclable, and stylish, it promotes sustainability and superior oral care with innovative features. Continued innovation and marketing of new products stimulate brand differentiation and competition in the market. Major brands run aggressive promotional campaigns to generate product awareness, and governments and non-profits have started their own public health campaigns related to oral health, all of which have stimulated market growth. Moreover, e-commerce benefits sales and consumer opportunities by increasing access to various products. These factors collectively contribute to a strong market growth pattern as India moves from basic oral care practices to more advanced brushing options.

Rising Oral Health Awareness Boosts Market Demand

The growing awareness of oral hygiene in India is one of the key factors driving the toothbrush market, changing how consumers use, purchase and think about toothbrushes. The knowledge of dental hygiene has also increased and evolved drastically through mass media, media campaigns, education programs in schools, and governmental pushes to transition from traditional care to more modern toothbrushes. For instance, in November 2024, Colgate-Palmolive India launched an Oral Health Movement, using AI dental screening via WhatsApp and nationwide campaigns to enhance oral health awareness, making dental knowledge accessible and encouraging proactive dental care.

Extensive advertising by toothbrush market leaders such as Colgate, Pepsodent, and Oral-B, often featuring celebrity endorsements promoting the habit of brushing twice a day, has persuaded a large portion of the population to choose their brands. Social media platforms such as YouTube, Instagram, and other platforms have increased consumer awareness. Moreover, awareness of proper toothbrushes and oral care products is being shaped not only by professionals such as dentists but also by influencers who share content using their skills and talents, all contributing to a better understanding of effective brushing habits and proper procedures. In addition, awareness has increased the demand for specialized items such as toothbrushes with soft bristles for sensitive gums, grips for one's hand for comfort, and toothbrushes aimed at children containing famous cartoon characters aimed at getting kids to take brushing more seriously. Furthermore, the switch from tooth powders to toothpaste in urban and rural settings has also contributed to the switch to toothbrushes, combined with more distribution models that have created accessibility in small towns for affordable, inexpensive options.

Product Innovation and Premiumization Fuel India Toothbrush Market Growth

Continuous product development and a movement toward premium products are transforming the Indian toothbrush market, with consumers increasingly focused on higher-quality oral care solutions. For instance, in January 2024, Chipper Consumer Private Limited (Perfora) launched the first oscillating toothbrush, featuring a 360° rotating head, 8800 rpm speed, rechargeable battery (21 days), IPX7 waterproofing, and enhancing oral hygiene with advanced technology. Manufacturers are also introducing eco-friendly options such as bamboo toothbrushes, along with specialized designs for groups with specific needs, such as those with sensitive gums. New products are being developed to cater to a wide range of consumer preferences beyond just digital innovations. The trend of premiumization is evident in the rising adoption of electric toothbrushes and the marketing focus on advanced features such as pressure sensors and edentulous modes, both of which provide a superior experience compared to traditional manual brushes. Ultimately, changing consumer expectations and associated purchase decisions are increasingly aligned with product innovation and higher-value products in oral care, and where functionality, sustainability, and technology can be significant purchase triggers.

Manual Toothbrushes Dominate India Toothbrush Market

Manual toothbrushes dominate the oral care market in India, and they remain entrenched for a variety of practical, economic, and culturally oriented reasons. The main benefit of manual brushes is their low pricing; basic models are a fraction of the cost of electric options, meaning that they are accessible for consumption among a broader range of consumer income, particularly in the rural markets where most Indians live, which tend to be price sensitive. Traditional retail networks have helped stabilize the position of manual brushes - Kirana and local pharmacy stores carry products from recognizable brands such as Colgate and Pepsodent, allowing accessibility even in isolated areas. Culture and habitual behaviour are also strong reasons, particularly considering the number of generations of Indian's that have grown up brushing with manual brushes and have developed historically entrenched behaviours, indicating that these usage habits are extremely stable and resistant to change. Most consumers prioritize fundamental cleaning over advanced features, and the simple design and functionality of manual brushes adequately meet their daily oral hygiene needs.

North India Acquires the Majority Share of the India Toothbrush Market

North India dominates the toothbrush market in India due to demographic, economic, and infrastructure factors. North India is densely populated, especially in Uttar Pradesh, Delhi-NCR, and Haryana, yielding a large sales volume of toothbrushes. With urbanization in places such as Delhi and Gurugram and growing disposable income, people are also acquiring disposable toothbrushes, both from the mass and premium segments. Moreover, North India provides a strong market infrastructure and last-mile access, with brands such as Colgate and Pepsodent leveraging the popularity of kirana shops, pharmacies, and modern trade outlets to promote and sell toothbrushes. Furthermore, North India is also more exposed to advertisements and education initiatives, having better oral hygiene education, communication, and habits. Finally, numerous households with a sizeable affluent middle-class customer base are driving toothbrush brands to intensify their efforts in promoting specialized and electric toothbrushes.

Impact of the U.S. Tariff on the India Toothpaste Market

Higher tariffs are likely to lead to a decrease in export volumes as US importers may seek alternative suppliers or negotiate lower prices, directly impacting Indian toothbrush manufacturers' revenues.

Indian exporters may have to absorb a portion of the tariff cost to retain US buyers, squeezing profit margins and making it challenging for smaller manufacturers to sustain operations.

With reduced export opportunities, manufacturers may focus more on India's growing domestic demand.

Some Indian manufacturers might explore hybrid sourcing or increase US-origin content in their products to benefit from partial tariff relief, though this could increase complexity and costs in the supply chain.

Key Players Landscape and Outlook

The Indian toothbrush market has witnessed increased market competition between established FMCG players and new-age prominent brands trying to capture consumer attention. Traditional players are defending their market dominance by leveraging extensive distribution leadership and mass-market approaches, while expanding their operations into higher premium segments that emphasize innovation. The market has experienced a rise in engaging product offerings, from electric and smart toothbrushes to Ayurvedic and environmentally friendly products, trying to be distinctive. Augmenting competition has pushed brands to heavily invest in marketing campaigns, celebrity endorsements, and partnerships with dentists to increase consumer awareness. For instance, Colgate India's "Flower Power" campaign, launched in April 2025, cleverly introduced a supposed new flower, Indianis Dentris, which was later revealed to be a frayed toothbrush. This eye-opening initiative highlighted the widespread issue of Indians overusing their toothbrushes and encouraged people to replace them regularly for better oral hygiene. Leading and emerging direct-to-consumer startups are entering the category by positioning themselves within the most attractive niches.

Competitive pressure is driving all players to prioritize innovation in primarily niche segments, while also operating ethically to enhance affordability and expand access to consumers in both urban and rural areas, ultimately aiming to capture a greater share of India's oral care market.