Sensodyne Daily Care Toothbrush

Sensodyne, a mouthcare brand, designed a cost-effective toothbrush that used 45% less material than regular toothbrushes to reach rural Indian consumers.

Design consultancy: DCA Design InternationalAdvertiser: GlaxoSmithKline

Executive Summary

There are changes afoot in the Indian oral care market. More and more people are switching to toothpaste and toothbrushes after years of using traditional toothpowder. As a result, the market is growing at pace with significant opportunities for businesses to increase revenue. But there's a major barrier to it growing further - and that's the price of a toothbrush, which is expensive for huge swathes of the population living in poorer, more rural areas of the country.

In particular, sensitivity specialist/soft toothbrushes are even more expensive. Our Sensodyne...

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