In the fiercely competitive world of FMCG, where global giants like Colgate and Oral-B reign supreme, an Indian homegrown brand has not only survived but thrived—ClassicGold Toothbrushes. Founded in 1987 by Abhinav Sinhal’s father, the company emerged from humble beginnings, driven by necessity, ingenuity, and an unwavering commitment to quality.
Humble Beginnings: From Dairy to Dental Care
The journey of ClassicGold Toothbrushes traces back to the 1970s when Abhinav Sinhal’s father and uncles migrated from Siliguri, West Bengal, in search of business opportunities. Their first venture? A centrifugal milk separator, used to extract cream from milk—a product they initially traded before venturing into manufacturing.
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For years, the business struggled to find its footing. Then, in 1981, an unexpected export order changed their fortunes, setting the stage for rapid expansion. By the mid-1980s, the family was looking beyond dairy and into consumer goods—leading to the birth of ClassicGold Toothbrushes in 1987.
The inspiration? Personal experience. Sinhal’s father, a habitual pan masala and betel leaf consumer, found locally made toothbrushes ineffective. Instead, he preferred imported brushes, particularly from Jordan. This realization sparked an idea: why not manufacture high-quality, Indian-made toothbrushes that could rival international brands?
The Advertisement That Changed Everything
Despite producing premium toothbrushes, ClassicGold struggled in its early years. In 1991, Sinhal’s father turned to Sanjeev Lamba, a marketing genius from Ogilvy, known for creating iconic ads like Fevicol’s “Zor Lagake Haisha.” Lamba asked a simple but powerful question: What makes ClassicGold Toothbrushes unique?
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The answer? Color. At a time when most toothbrushes were plain white, ClassicGold offered vibrant options in red, yellow, blue, and green—a simple but striking differentiation.
This insight led to the now-legendary advertisement featuring the catchy jingle: “Laal, Peela, Neela, Hara.” The ad struck a chord with Indian consumers, making ClassicGold a household name overnight. In some regions, the brand even outsold Colgate—a feat few Indian brands could boast.
Scaling New Heights: Diversification & Challenges
Between 1990 and 2000, ClassicGold Toothbrushes became a dominant player in India’s oral care market. The company expanded its product line to include shaving brushes, hairbrushes, sanitary napkins, socks, and nail clippers, all manufactured in-house.
By the early 2000s, ClassicGold was competing head-to-head with Colgate, Oral-B, and Sensodyne. However, internal family disputes led to a split in 2007, dividing the product lines among the brothers. Abhinav Sinhal took the reins of ClassicGold Toothbrushes, steering the company toward innovation and strategic growth.
A Legacy of Resilience and Innovation
Today, ClassicGold Toothbrushes stands as a testament to Indian entrepreneurship. Despite competition from multinational giants, it has retained its foothold in the market, proving that an Indian brand can stand tall against global players.
As Abhinav Sinhal continues to drive the company forward, one thing remains constant: the belief that an Indian brand, built on quality and innovation, can take on the world.
