Sensodyne rolls out Pronamel in India to tackle silent enamel erosion

MUMBAI: Sensodyne has launched Pronamel in India, bringing its globally trusted enamel-strengthening toothpaste to a market where acid wear is widespread and barely understood. The move signals Haleon’s push into premium, preventative oral care as Indians consume more acidic foods and drinks that quietly chip away at the teeth’s toughest shield.

Enamel erosion is rising fast. Citrus fruits, fizzy drinks, pickles, tea and coffee are now daily staples. They slowly demineralise enamel, leading to sensitivity, yellowing and cavities. Research shows 95 per cent of Indians are at risk, yet only 8 per cent even recognise the problem.

Pronamel aims to plug that gap. Category lead for oral health at Haleon India Subcontinent Kishlay Seth says enamel is nature’s armour for healthy teeth but once it weakens, it cannot regenerate. He calls Pronamel the result of more than 20 years of research, offering twice the enamel protection against everyday acid wear. Haleon is pairing the launch with a nationwide awareness campaign across TV, digital, print and outdoor to nudge consumers towards proactive oral health.

Pronamel uses a low-abrasion formula that boosts fluoride availability and helps essential minerals like calcium bind to enamel, repairing early acid damage. The Daily Protection and Fresh Breath variants are priced at Rs 95 for 40g and Rs 140 for 70g.

With India’s enamel slipping under the radar and acid wear accelerating, Sensodyne’s new entrant arrives with a simple pitch: protect the shield before it shatters.