A revamped Anchor
City: 

Close on the heels of re-launching and re-positioning its premium Dyna beauty soap with Shraddha Kapoor as the brand ambassador, Anchor Health & Beauty Care Pvt Ltd, the Mumbai-based FMCG company and one of the leading brand in India in the oral care segment with presence in India and international markets, has now re-launched its entire range of Anchor and Anchor Advance toothbrushes with the tagline: ‘Chale long, Rahe strong’. Both the moves have been part of the company’s overall drive to revamp its Indian and international footprint with a range of beauty and oral care products. Interestingly, Anchor Health & Beauty Care has teamed up with Dupont for refreshing the entire range of Anchor toothbrushes.

The company offers a variety of superior quality toothpastes, toothbrushes and mouthwash in the oral care segment under the brand Anchor. In the personal care segment, the company manufactures and markets the Dyna range of beauty soaps and also makes Anchor health soap, Anchor hand wash and Anchor hand sanitiser.

Also quite significantly, the Indian toothbrush market, as per a recent Ken Research study, is expected to reach Rs 2,600 crore by FY 2020. Anchor, understandably, is eyeing a significant slice of this large and growing pie. The Ken Research study report also suggests that the future is to be led by innovation in the manual toothbrush segment. And Anchor is doing just that, top company officials said.

“The latest development of re-launching our entire Anchor toothbrush range is yet another innovation from the house of Anchor, which has always offered great quality products at value for money price to consumers. We have a strong oral care portfolio with Anchor toothpastes, and now with a range of new toothbrushes we are further strengthening Anchor’s credentials as a complete oral care brand,” said Sanjay Shah, managing director of Anchor Health and Beauty Care Pvt Ltd.

He said that Anchor is at a forefront of innovation with its toothbrushes which are designed using a combination of ergonomics, shape, and functionality to provide a superior brushing experience to consumers. In total Anchor offers more than 22 different toothbrushes at different price points catering to a wide range of oral care needs.

Anchor toothbrushes, which emerged as 6th most trusted brand in India in the oral care segment as per a national brand survey conducted in 2017, come with angular designs, flexible maneuvering, multi level bristles, different grip styles, rubberised handles and different sizes of bristle heads. The range also includes unique brushes for the kids with soft bristles serving the oral hygiene needs of the younger audiences.

“The heart of a toothbrush is the bristles; Anchor now uses 100 per cent DuPontTM bristles in all its new toothbrushes. By using best quality bristles we are addressing a simple yet deep seated consumer insight – quality of a toothbrush is reflected in its durability. We have made 3 memorable TV advertisements which emphasise the durability of Anchor toothbrushes. The communication line – Chale long, Rahe strong is testament to the quality and durability of our product which is now made with superior quality bristles. We intend to double our toothbrush sales over the next 6 months,” said George Angelo, CEO of Anchor Health and Beauty Care.

ritwikmukherjee@mydigitalfc.com

Columnist: 
Ritwik Mukherjee