Meswak

For the teeth-cleaning twig from the same plant, see Miswak.

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]

Meswak

Meswak Herbal Toothpaste manufactured in the Middle East
Product type	Dental Products
Owner	Dabur
Introduced	1998; 27 years ago (1998)
Related brands	Babool and Promise
Previous owners	Balsara Hygiene Products Limited
Ambassador(s)	Bipasha Basu
Website	https://www.daburdentalcare.com/meswak/

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$2.3 million).^[8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.^[9]

See also

• Companies portal

• List of toothpaste brands
• Index of oral health and dental articles

References

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.

External links

• Meswak Official website