Retail in Asia

In Sectors

J&J to rebuild mouthwash category in India with Listerine

Having acquired mouthwash brand Listerine from Pfizer in 2008, Johnson & Johnson (J&J) is now investing in growing the brand and category in India.

Listerine – that existed both as a prescription and preventive oral care brand in the past – is now restricted to the over-the-counter (OTC) segment in the country.

However, the mouthwash market continues to be prescription driven in India and since there are restrictions on building a brand in this segment, players such as J&J and Colgate are looking to push their brands in the OTC segment.