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A `Perfetti' gum for wider smiles

Ratna Bhushan

NEW DELHI, June 25

HERE'S hope for all those brash gum-chewing 20-somethings. A chewing gum that's politically correct, and which promises to perk up the Rs 300-crore domestic chewing and bubble gum market after a prolonged lull.

Perfetti India Ltd, a wholly-owned subsidiary of the Italian confectionery major Perfetti SpA, is in the process of rolling out a `specialised' chewing gum to address a segment untapped by any Indian player. The new product, branded Happydent White, is a mint-flavoured whitening gum with baking soda. The unique proposition -- it whitens the teeth at the time of chewing.

Mr A.K. Dhingra, Director (Sales & Marketing), Perfetti India Ltd, told Business Line that the product had been created for the domestic market. ``Typically, Indian food has large doses of colouring agents like turmeric and chilli, which lead to yellowin g of teeth, especially just after meals. We believe Happydent White will fulfil that need (to whiten the teeth),'' Mr Dhingra said. Happydent White has been tested in the University of Zurich and its regular consumption is claimed to reduce dental plague .

An analyst tracking the fast moving consumer goods sector said, ``While several breath-freshening brands are doing the rounds, there's no teeth-whitening brand. Therefore the prospects of this brand seem bright.'' Functional chewing gum categories like a ntacid and nicotine gum are getting increasingly popular in developed markets. However, the Indian market's tryst with functional gum begins with Happydent White.

Priced at Rs 2 for a pack of three units, Happydent White has been already hit Delhi and Kolkata. A three-month national roll-out plan is being undertaken for the brand.

Along with Happydent White, Perfetti India's current portfolio comprises seven brands -- caramelised candy Alpenliebe, Big Babol bubble gum, Centerfresh chewing gum, sugar-boiled Chlormint in candy, gum and mini capsule form, Cofitos coffee-cream candy, and fruit-based candy Golia.

Recent years have been tough for the confectionery industry, with players grappling with a 16 per cent excise duty. ``The effect is cascading with almost 37 per cent revenues going in levies and taxes,'' said one industry player.

The industry could witness ``de-growth'' over last year, for the first time in many years, warned an industry analyst. ``Many players may be unable to advertise and offer healthy trade margins, so volumes could shift to unorganised players,'' the analyst said.

While big names like Cadbury's, Parry's, Candico and Joyco have been walking a tightrope in confectionery, Dabur has washed its hands off the category. Even HLL is adopting a guarded approach in confectionery.

Happydent White could be just what the doctor ordered.