Clove Oral Care has made a strategic entry into the consumer oral care market with the launch of its new line of clinically tested, dentist-formulated toothpaste and toothbrushes. The new product line represents a major step in Clove’s mission to enhance preventive dental care and drive greater oral health awareness across the country. With a focus on problem-specific, professional-grade solutions, Clove’s latest offerings aim to bring real clinical care from the dental chair directly to Indian households.
The launch is backed by over a decade of on-ground insights gathered from thousands of patients visiting Clove clinics across the country. Through these consultations, the brand identified a glaring gap in the availability of oral care products tailored to Indian needs—products that go beyond cosmetic benefits to tackle real conditions such as sensitivity, enamel erosion, dry mouth, and pediatric dental hygiene.
The toothpaste range includes five targeted variants. ‘Hydrate’ is a first-of-its-kind formulation for dry mouth relief, powered by patented Optaflow technology, which helps stimulate natural saliva production. ‘Revive’ is designed to remineralize and strengthen enamel, while ‘Sensitive’ uses Potassium Nitrate to provide immediate relief from hypersensitivity. The ‘Kidz’ variant features a fun, color-changing formula tailored for children, with age-appropriate fluoride levels for safe use. Finally, ‘Ultimate’ is an all-in-one daily toothpaste that supports gum health, enamel protection, and cavity prevention.
Amarinder Singh, Founder and CEO, Clove Oral Care said, “We’ve been very deliberate in how we’ve priced this range. Oral care that is scientifically backed and professionally developed shouldn’t be restricted to niche markets or luxury price tags. By positioning our products in the mid-premium segment, we’re ensuring that high-quality, dentist-approved solutions are within reach for a much wider audience. It’s about delivering real value products that meet clinical standards yet remain practical for everyday use across Indian households.”
The formulations were ideated and perfected by Clove’s team of experienced dentists, with support from Dabur’s innovation and R&D division. Raw materials were sourced from Symrise in Germany to ensure premium global quality. Packaging was developed with a vibrant, functional design that reflects Clove’s focus on modern aesthetics and sustainability.
Clove Oral Care’s launch also brings a unique consumer benefit: a “product + service” model. Every customer purchasing the new oral care products is entitled to a complimentary dental consultation at any of the 600+ Clove Dental clinics spread across 26 cities. This initiative bridges the gap between at-home oral care and in-clinic treatment, creating a seamless and proactive dental wellness experience for Indian consumers.