The number one influencer is a dentist: Gunjit Jain, Colgate-Palmolive

In a country where 90 percent of the population faces dental issues and only 9 percent visit a dentist regularly, Colgate-Palmolive India has launched a nationwide effort to improve oral health through its Oral Health Movement, which has already screened over 4.5 million people across 700 districts and more than 18,000 pincodes.

The data gathered from this effort is concerning, showing that India’s average oral health score is just 2.6 out of 5. Gunjit Jain, Executive Vice President of Marketing at Colgate-Palmolive India, said this only confirms how urgently people need both awareness and access to better oral care. “There is a job to be done with respect to oral health awareness, and there is a job to be done with respect to oral health accessibility,” he said.

Jain explained that most Indians do not even realise they have dental problems until the pain forces them to act. For example, 5 out of 10 Indians have gum issues and 8 out of 10 have cavities, but only one out of ten are aware of these problems. In urban areas, 80 percent of people brush only once a day, and in rural areas, 55 percent brush occasionally.

Many people also do not change their toothbrushes as often as they should, with the average being once every nine months instead of the recommended three. "That means 53 percent of Indians at any given point of time are using a frayed toothpaste," Jain pointed out adding that worn out brushes significantly reduce cleaning effectiveness and increase the risk of cavities and stains.

To reach people across the country, Colgate introduced a digital tool powered by Logy.ai that asks users answer a few questions, upload images of their teeth and receive a personalised oral health score with information on their risk for cavities, gum problems and stains. This also includes recommendations on how to improve their oral health. The campaign was supported by a tie-up with the Indian Dental Association which helped nearly 700,000 people get in-person consultations.

Among the 4.5 million people screened, only 10 percent received a perfect score of 5 out of 5, while 24 percent got the lowest score of 1. The findings showed that 41 percent of people were at high risk for cavities, 44 percent for gum issues and 14 percent for stains. About 72 percent were at high risk for at least one problem and 4 percent were at high risk for all three.

Age and region also made a difference. More than 60 percent of people over the age of 50 were at high risk of gum problems. In children between 3 and 12 years, 50 percent were found to be at high risk of cavities, and in adults over 64 years, the number was as high as 72 percent. Eastern India saw a higher number of people with tooth stains, mostly linked to tobacco use, while Kerala, Jharkhand and Rajasthan had more than 50 percent of participants at high risk for cavities.

Jain said oral health depends not just on brushing habits but also on overall lifestyle. “Oral health outcomes are a simple equation: A plus B plus C,” he explained, referring to oral health habits, systemic health and food consumption patterns.

For example, people with diabetes are 2.7 times more likely to have gum issues, and those who consume sugary foods, soft drinks or use tobacco are significantly more vulnerable to dental problems. Tobacco users are 13.4 times more likely to develop stains.

While many assume urban populations are better informed, the average oral health score in cities was not much different from rural areas. In fact, areas with less access often showed more interest. Uttar Pradesh, which makes up 17 percent of the country’s population, contributed 27 percent of the total scans. Bihar and Rajasthan also had more screenings than expected based on their population share.

“It is reflective that not only are people curious, but wherever awareness and accessibility is lower, people are hungry for that access even more,” Jain said.

Colgate’s marketing budget is based on what is needed to achieve their goals and not tied to fixed percentages. “We plan for sufficiency,” said Jain. “If I want to reach the masses at the right frequency and the right reach, what is it that I need to spend to be able to get there.” This year, the company is investing more than ever in initiatives like the Oral Health Movement.

Jain also shared that to get the word out, the campaign used television, newspapers, outdoor advertising, social media, influencers and even door-to-door awareness efforts in both cities and villages, including large public events like the Mahakumbh.

Further, Jain said celebrity endorsements are not always necessary. “As far as oral health is concerned, the number one influencer is a dentist,” he said. “They are a credible source of information, and when they tell you to scan the QR code and come in for a check-up, people listen.”

Flossing is still rare in India, and Jain said the focus for now is to first get people to adopt basic habits like brushing properly and replacing their toothbrush regularly. “Unfortunately, even toothpaste brushing habits have not caught up,” he said. However, for those who can afford and understand flossing, he said it is highly effective and should be encouraged.

He also pointed out two major trends shaping the oral care market. The first is that more Indians are now willing to pay for better benefits, a trend known as premiumisation. “Oral care was slower, laggard as far as premiumisation is concerned,” said Jain. “But in the last couple of years, we have started investing and we are seeing the returns.”

The second trend is the growing interest in oral health itself. Jain said the belief that people do not care about oral hygiene is now outdated. “People want to know more, they are curious,” he said. “Four and a half million screenings within a few months is not a joke.”

As the Oral Health Movement continues, Colgate is calling for more public and private partnerships to support the mission. Jain said this is not just a campaign but a long-term movement that must grow with collaboration. The goal is to improve oral health habits, ensure access and create a future where more people understand and take care of their dental health before problems begin.