Colgate oral health movement: Uncovers interesting insights, drives action

Today, nearly every Indian household has toothpastes yet a nationwide initiative by Colgate India highlights a critical disconnect in the nation’s oral health. The “Colgate Oral Health Movement,” launched in November 2024, has revealed India’s average Oral Health Score to be 2.6 out of 5.0, underscoring the urgent need for a paradigm shift towards prioritizing oral care.

For over eight decades, Colgate has been at the forefront of revolutionizing oral care in India. While toothpaste penetration is almost universal today, the adoption of optimal oral care behaviors, which in truth are very simple, inexpensive, daily habits with profound long-term health benefits, continues to present significant challenges and a considerable area for improvement.

The impetus behind the Colgate Oral Health Movement stems from stark realities: a Kantar study in 2019 revealed that 90% of Indians face dental issues, yet only a mere 9% visit a dentist regularly. To bridge this significant awareness-to-action gap, Colgate leveraged cutting-edge technology to empower people. The initiative enabled millions of Indians to screen their oral health, right from the convenience of their mobile phones and, access free dental check-ups through a vast network of 50,000 dentists in partnership with the Indian Dental Association (IDA).

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The impact has been substantial. Over 4.5 million Indians screened their oral health across the length and breadth of the country, with participation from over 18,000 pin codes covering more than 700 districts across the states of India. Significantly, the Movement has successfully nudged a substantial number towards further action, with over 7 Lakh of those screened proceeding to visit a dentist after getting their Oral Health reports, according to IDA data.

Beyond encouraging direct action, the nationwide Movement has delivered invaluable, actionable intelligence on India’s oral health landscape, providing insights that will undoubtedly shape future oral health initiatives in the country. The comprehensive Oral Health Score provides personalized insights into an individual’s risk of cavities, gum issues, and stains. Interestingly, the data suggests that adherence to healthy practices like brushing twice a day, moderating caffeine and sugary beverages, maintaining a nutritious diet, and avoiding tobacco are common threads among those achieving higher oral health scores.

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A closer look at India’s oral health landscape reveals some critical trends:

• High-Risk Concerns: 41% of individuals face a high risk of cavities, 44% are prone to gum issues, and 14% report stains.

• Multiple Issues: A staggering 72% of Indians are at high risk for at least one oral health concern, while 4% are at risk for all three (cavities, gum problems, teeth stains).

• Optimal Health is Rare: Only 10% of the 4.5 million Indians screened achieved a dental health score of 5/5, with 24% receiving the lowest score of 1.
  The trends also vary across age groups and regions, highlighting specific areas for targeted intervention:

• Age-Related Decline: More than 60% of Indians above the age of 50 are at a high risk of gum-related issues.

• Regional Variations: Eastern India reported a higher incidence of tooth stains, largely linked to tobacco usage. Cavities were notably more common in Kerala, Jharkhand, and Rajasthan, where over 50% of participants were found to be at high risk.

• Vulnerable Demographics: There’s a heightened vulnerability to cavities within two key demographics: 50% of children aged 3–12 years and a significant 72% of older adults aged over 64 years. These groups require particular attention and targeted preventive care.

To further supplement these critical findings and spur a broader discussion on the path forward, Colgate recently hosted the ‘Oral Health Movement Summit’ in association with News18 Network in New Delhi. The event saw the presence of Shri J.P. Nadda, Honorable Union Minister of Health and Family Welfare, Government of India, alongside other eminent voices in the Oral Care ecosystem, engaging in an insightful discourse on India’s oral health status.

At the recently concluded Colgate Oral Health Movement Summit, Ms. Prabha Narasimhan, Managing Director & CEO, Colgate-Palmolive (India) Limited said, “For over 87 years, Colgate has proudly been India’s most trusted oral care brand, built on a legacy of innovation and science. Optimal Oral Health is simple and affordable - All you need is to invest ₹2 and 2 minutes, twice a day. We recognize that oral health, though crucial, is often overlooked in overall wellness. Improving oral hygiene can also positively impact systemic diseases like diabetes, cardiovascular conditions, and respiratory infections, thus easing the burden on one’s own health and the nation’s healthcare infrastructure.

We acknowledge the Indian government’s visionary strides in healthcare policy, from the National Oral Health Program to the National Dental Commission Act. The widespread reach and impact of programs like our Colgate Bright Smiles, Bright Futures® (BSBF) have been instrumental in driving the near-universal penetration of Toothpaste across Indian households. We envision a future where oral health is prioritized through a concerted, policy-driven approach, ultimately opening doors to a healthier life for everyone. Our state-level Public-Private Partnerships (PPPs) for the Colgate Bright Smiles, Bright Futures® (BSBF) program are already paving the way, effectively collaborating with education and healthcare departments in states like Uttar Pradesh, Goa, Assam, Maharashtra, and Andhra Pradesh. This ongoing work is effectively delivering results, demonstrating the power of collective action.

The Colgate Oral Health Movement (OHM) has also unveiled vital insights that will help inform the way forward to make Oral Care a part of India’s overall healthcare agenda. We stand firm in our resolve to continue our mission by sustaining the momentum that has been created by the Oral Health Movement.”

Speaking at the summit, Shri JP Nadda, Union Minister of Health and Family Welfare said, “Colgate’s Oral Health Movement in partnership with IDA has transformed oral care from a neglected concern into a national priority. The movement supports the government’s National Oral Health Programme launched in 2014.

I thank Colgate-Palmolive India Limited for starting this movement and clocking over 4.5 million dental screenings. This initiative has not only raised awareness, but has truly helped integrate oral care into the public health conversations. It’s a powerful example of how collaborations such as these, can drive impactful change for a healthier India.”

The findings from the Colgate Oral Health Movement serve as a powerful catalyst, igniting a renewed national focus on oral health. By leveraging technology, fostering collaborations, and empowering individuals with knowledge, this movement is paving the way for a future where optimal oral care is not just a privilege, but a widespread reality for every Indian, contributing significantly to a healthier nation.