Meswak
Toothpaste brand of Dabur
From Wikipedia, the free encyclopedia
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 Herbal Toothpaste manufactured in the Middle East | |
| Product type | Dental Products |
|---|---|
| Owner | Dabur |
| Introduced | 1998 |
| Related brands | Babool and Promise |
| Previous owners | Balsara Hygiene Products Limited |
| Ambassador | Bipasha Basu |
| Website | https://www.daburdentalcare.com/meswak/ |
History
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$2.4 million).[8] In 2011, Dabur announced that Bipasha Basu would be Meswak's brand ambassador.[9]
