Meswak

For the teeth-cleaning twig from the same plant, see Miswak.
Meswak
Meswak Herbal Toothpaste manufactured in the Middle East
Product typeDental Products
OwnerDabur
Introduced1998; 26 years ago (1998)
Related brandsBabool and Promise
Previous ownersBalsara Hygiene Products Limited
Ambassador(s)Bipasha Basu
Websitehttps://www.daburdentalcare.com/meswak/

Meswak (also referred to as Miswak) is a fluoride-free toothpaste brand that was launched in India by Balsara Hygiene in 1998.[1] The toothpaste is marketed as a herbal toothpaste[2] as it is made from extracts of the Salvadora persica plant.[3] The teeth cleaning twig of the plant is reputed to have been used over 7,000 years ago.[4]

The brand was relatively unknown until a television advertising campaign during the 1998 Coca-Cola Cup spread brand awareness.[5] In 2005, Meswak was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Promise in a ₹1.43 billion (US$17 million) deal.[6][7] As of 2007, the Meswak brand was valued at ₹200 million (US$2.4 million).[8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.[9]

  1. ^ "How Balsara Lost Its Bite". Business Standard. India. 6 August 2002. Retrieved 13 March 2012.
  2. ^ Deborah J. Macinnis, Pinaki Dasgupta, Wayne D. Hoyer (2008). Consumer Behaviour. Dreamtech Press. p. 105. ISBN 978-8177227543.
  3. ^ "The natural barrier". The Indian Express. 3 February 2008. Archived from the original on 4 December 2008. Retrieved 13 March 2012.
  4. ^ Ra'ed I. Al Sadhan, Khalid Almas (1999). "Miswak (chewing Stick): A Cultural And Scientific Heritage". Saudi Dental Journal. 11 (2): 80–88.
  5. ^ "The image will endure". The Hindu. 5 July 2002. Retrieved 13 March 2012.
  6. ^ "Dabur buys 3 Balsara group cos for Rs 143 cr". The Hindu. 28 January 2005. Retrieved 13 March 2012.
  7. ^ "Dabur to buy Balsara for Rs 143 cr". The Financial Express. India. 28 January 2005. Retrieved 13 March 2012.
  8. ^ "Dabur outpaces MNCs Colgate, HLL in oral care". The Economic Times. 26 April 2007. Archived from the original on 21 August 2013. Retrieved 13 March 2012.
  9. ^ "Dabur to expand oral care range, ropes in Bipasha for Meswak". The Economic Times. 27 March 2011. Archived from the original on 18 August 2011. Retrieved 13 March 2012.