What made Dant Kanti a sought-after choice for oral health? Consumers weigh In!

The Indian consumer landscape is evolving, and there is growing inclination toward natural and Ayurvedic products. This trend is clearly visible in the oral care segment, where Patanjali's Dant Kanti toothpaste has emerged as a popular alternative to conventional brands. Backed by a Indian first identity and traditional herbal ingredients, Dant Kanti has notably changed and shifted consumer preferences.

A research paper titled “A Study on Consumer Behavior Between Patanjali’s Dant Kanti and Other Company’s Toothpaste: Special Reference to Banswara District” by Ashwin Chouhan and Dr. Rajiv Gandhi explores this change in consumer behaviour. The study compares the buying patterns and satisfaction levels of toothpaste users in Banswara, Rajasthan, and provides insights into why people are choosing herbal options over established names.

For many, Dant Kanti is more than just a toothpaste. It is a representation of Ayurvedic wellness and national pride, and is formulated with herbs like neem, clove, turmeric, and babool. It is also marketed as a holistic dental solution because the ingredients, rooted in ancient Indian medicine, are believed to help with gum health, oral hygiene, and give fresh breath without the use of harmful chemicals.

Unlike mainstream brands that emphasise cosmetic benefits like whitening or minty freshness, Dant Kanti appeals to consumers looking for health-first options. The brand’s identity is strongly tied to Baba Ramdev’s image and Patanjali’s mission of reviving India’s traditional knowledge systems.

The study and consumer response

The research conducted in Banswara surveyed 300 people to understand their toothpaste preferences. And while the number of users was comparatively less, the Dant Kanti users displayed a higher level of satisfaction and brand loyalty compared to others.
One key takeaway from the study was the motivation behind choosing Dant Kanti. Among its users, 41% preferred it due to its Ayurvedic composition, indicating that natural ingredients played a major role in the buying decision. In contrast, users of other brands prioritised traits like whitening and germ protection.

Another interesting observation was how family influences purchases. Around 34% of Dant Kanti users were influenced by their parents when selecting toothpaste, while a significant portion made independent choices.
Plus, a lot of consumers showed brand loyalty to Dant Kanti, and they also expressed how they were eager to buy Dant Kanti owing to Baba Ramdev's association with it.
This showed that personal trust in the endorser can deeply impact consumer confidence, particularly in health-related products.

The road ahead for Dant Kanti

As herbal and Swadeshi products continue gaining traction, there’s strong potential for Dant Kanti to expand its reach, especially in rural markets where trust in traditional medicine is already high. The study suggests that improving distribution, offering better discounts, and enhancing awareness in underpenetrated regions could help Patanjali capture a larger share of the oral care market.
To grow further, Patanjali may also consider investing in scientific validation of its products. This would not only appeal to urban and health-conscious consumers but also help counter criticism regarding its efficacy.