India's leading fast-moving consumer goods companies are implementing comprehensive pricing strategies to offset rising input costs. According to dealer inputs, Dabur has increased toothpaste prices by around 4.4% this month, raising the price of its flagship Dabur Red toothpaste 200-gram pack by ₹6 to ₹141. Similarly, the 200-gram pack of Meswak toothpaste has also become costlier by ₹6 and now sells at ₹141. Hindustan Unilever (HUL) has implemented relatively smaller increases, ranging between 2% and 3%. The company raised the price of the 200-gram pack of Pepsodent by ₹4 to ₹135, while the 150 gram pack of Closeup now costs ₹132 after a ₹3 increase. Recent distributor data shows that Dabur has also reduced the quantity of its Vatika hair oil sachet sold at Re 1 from 4 ml to 3.8 ml, while HUL has reduced the grammage of its Pears soap priced at ₹20 from 60 grams to 57 grams.
The latest revisions come shortly after Colgate-Palmolive increased prices across several of its major toothpaste variants in May. According to reports, the company reportedly raised prices by 4-5% on popular products including Colgate Dental Cream, Max Fresh Blue and Visible Purple toothpaste packs. After recent price hikes by Colgate-Palmolive, both Dabur India and HUL have raised prices across key toothpaste brands in June, signalling a broader industry response to persistent inflationary pressures. Industry executives and distributors attribute the price increases to higher input costs, with FMCG manufacturers grappling with inflation across chemicals, packaging materials and transportation-related inputs. In April, prices of key brands such as Liril, Pears and Dove had been increased by ₹2-3 per 100 grams, translating into hikes of 3-5% across variants, with Liril's 100g bar now costing ₹41 and Pears raised 4% to ₹52.
The main reason behind sharp rises in input costs, particularly palm fatty acid distillate (PFAD), a key soap-making raw material, with prices surging due to supply tightness and higher palm oil volatility. Chemical input costs have climbed following geopolitical tensions in the Middle East, disrupting supply chains and pushing up freight and energy expenses. Packaging costs have added to the pressure, with prices for paper, plastics and laminates jumping between 15% and 50%, according to industry estimates. Dabur and HUL had indicated in their Q4 earnings of a potential price increase and grammage adjustment to offset these cost pressures.
