Brands
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.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
