The company is now launching an Anchor Gel toothpaste. The recent success of Anchor as an FMCG brand has taken the company s turnover close to Rs 100 crore. HLL is phasing out its third toothpaste brand, AIM, so as to concentrate on the two flagship brand, Pepsodent and Close-Up. HLL suffered a market share decline in toothpastes from 36.3 per cent to 35.4 per cent. The communication for Anchor Gel toothpaste will be launched in May this year.
Anchor is a semi-urban brand, which has also made inroads into the rural market.