Colgate and Indian Dental Association join hands to spread oral health awareness in October 2008

during the 5th edition of Oral Health Month

Over 20 Mobile Dental Vans will reach out to underprivileged consumers in 6 metros, providing free dental check-ups and promoting awareness of better oral health habits

New Delhi, September 30, 2008: Colgate-Palmolive (India) Limited, the market leader in oral care, today announced that October 2008 will be observed as Oral Health Month (OHM), an intensive month-long oral health awareness campaign that establishes and promotes the importance of good oral health habits for all ages. Conducted in association with the Indian Dental Association (IDA), OHM has become a leading campaign for establishing and promoting improved oral hygiene habits in India.

OHM is bigger and better than ever before. What started off as a 6-city programme with 70 participating dentists in 2004, will cover over 200 cities this year, with over 10,000 dentists participating through free dental check-ups and awareness generating activities. This is a big leap from last year alone, when 8,300 dentists extended their support for the programme.

Announcing Oral Health Month 2008, Mr. Roger D Calmeyer, Managing Director, Colgate-Palmolive (India) Limited said, “The Oral Health Month programme has grown phenomenally in the last five years. Over the years, through OHM, we have intensified awareness activities promoting the benefits of oral hygiene habits, and in our fifth year, we have committed to reach over 200 cities in partnership with the IDA. This year, we plan to make OHM mobile by deploying over 20 mobile dental vans across six cities with the goal of reaching out to the masses and spreading the oral hygiene message. We are delighted by the support of the IDA and the participating dentists for volunteering their time and effort in this national campaign.”

According to India’s last National Oral Health Survey (2002-2003), a detailed nation-wide epidemiological study, around 80% of adults in the age group of 35-44 years suffer from dental caries (tooth decay). Almost 90% of adults in the same age group suffer from gum disease.

While emerging lifestyle and food habits have been a contributing factor, the problem is compounded by the low dentist to population ratio. The World Health Organisation (WHO) recommends a 1:7,500 dentist to population ratio whereas the dentist to population ratio in India is as low as 1:22,500. This limits the curative approach to tackle dental problems and it is widely acknowledged that dental diseases can best be prevented through early detection and primary prevention. Unfortunately, the awareness levels of good oral hygiene habits continue to remain abysmally low.

According to consumer usage and attitude survey supported by Colgate:

60% of people surveyed have never visited a dentist
over 50% are not concerned about preventing or curing dental problems
almost 30% do not use any oral care product
75% of toothpaste users brush only once or less than once a day
about 50% of rural India does not use a toothbrush to clean teeth

Making OHM Mobile…

In addition to the public dental check-ups which will be conducted in dental clinics, this year, there is a special focus on mobile dental vans. Given the success and response that was received for the mobile dental check-ups in 2007, this OHM will see 20 mobile dental vans drive around six cities across Mumbai, New Delhi, Bangalore, Chennai, Pune and Ahmedabad conducting dental check-ups and reaching out to people in under privileged areas.

Other Awareness Activities

In addition to free public dental check-ups in dental clinics and mobile dental vans, the outreach events of Oral Health Month 2008 will also include free public dental check-ups in several factories in Goa and Baddi. Colgate will also conduct free dental check-ups through 500 ITC e-chaupals in Uttar Pradesh, Madhya Pradesh and Maharashtra and distribute toothpaste samples to children through these e-chaupals to spread the oral hygiene message in the rural areas. Colgate has also planned special school activities to make children the mascots for spreading the importance of oral health message. The camps will teach children the right way to brush, giving free dental health packs with tips, and urge them to spread the message of good oral hygiene in their homes and communities.

About Colgate-Palmolive (India) Limited

Colgate-Palmolive (India) Limited is India’s leading provider of scientifically proven oral care products with multiple benefits at various price points. The range includes toothpastes, toothpowder and toothbrushes under the “Colgate” brand, as well as a specialized range of dental therapies under the banner of Colgate Oral Pharmaceuticals. These have become an essential part of daily oral hygiene and therapeutic oral care in India. The Company also provides a range of personal care products under the ‘Palmolive’ brand name. Colgate has been ranked as India’s Most Trusted Brand across all categories for four consecutive years from 2003 to 2007 by Brand Equity’s Most Trusted Brand Survey. Prior to this, Colgate was also rated as the #1 brand by the A&M – MODE Annual Survey for India’s Top Brands for eight out of nine years during the period 1992 to 2001. For more information about Colgate’s business and products, visit the Company’s website on the internet at www.colgate.co.in.

Media Contact:

R&PM:Edelman (New Delhi)

Manisha Chettri – R&PM:Edelman +91 9310682628, manisha.chettri {at} edelman(.)com

Prerna Korla – R&PM:Edelman +91 9910767682, prerna.korla {at} edelman(.)com