Sensodyne expanded its oral care positioning in India with the November 2025 launch of Pronamel, an enamel-focused toothpaste aimed at preventive dental health rather than symptom relief.
Known primarily for products that address tooth sensitivity, Sensodyne is now drawing attention to enamel wear—a gradual and often overlooked condition that can lead to sensitivity and cavities over time. Pronamel, already available in several international markets, enters India as a specialist toothpaste formulated to strengthen and protect tooth enamel.
The launch reflects Haleon’s broader strategy to address what it describes as a widespread but under-recognised oral health risk. According to Kishlay Seth, category lead for oral health at Haleon India Subcontinent, enamel care remains largely absent from everyday oral hygiene conversations.
“Consumers usually focus on cleaning, freshness and germ protection,” Seth said. “But toothpaste should do more. With enamel care, we want to change how people think about oral hygiene.”
Pronamel is positioned as a preventive, daily-use product rather than a solution for an existing problem. Seth said this differentiates it clearly from Sensodyne’s core range, which targets consumers already experiencing tooth sensitivity.
“Sensodyne manages an ailment,” he said. “Pronamel is about proactive care—protecting consumers today to help prevent problems in the future.”
Haleon says enamel wear develops slowly through demineralisation, making it easy to ignore until more serious dental issues emerge later in life. Dietary habits such as frequent consumption of acidic foods and beverages, tea and coffee intake, acid reflux, and aggressive brushing can all accelerate enamel erosion.
“These behaviours are common,” Seth said. “As they continue, enamel wear increases, which is why sensitivity and cavities are so prevalent.”
Education forms the core of Haleon’s communication strategy for Pronamel. Rather than focusing only on product claims, the company aims to build awareness around enamel and its role in long-term oral health. The campaign will combine traditional media with digital platforms, supported by influencer partnerships focused on education.
“No one is really talking about enamel in India,” Seth said. “We want to start that conversation first and then introduce the product as part of that understanding.”
Influencers will be used to explain enamel care in accessible terms before promoting the product itself, Haleon said.
Initially, Pronamel is targeting urban, affluent consumers aged 25 to 45 who are already health-conscious and receptive to preventive care. The rollout will focus on metro cities before expanding to broader markets.
Pronamel is available in two variants—Daily Protection and Fresh Breath—priced at Rs 95 for a 40-gram pack and Rs 140 for a 70-gram pack. Haleon said pricing reflects its premium positioning and scientific backing rather than aggressive discounting.
Distribution will span chemists, large-format stores, e-commerce platforms and quick commerce channels to ensure wide availability.
The launch adds to Haleon’s growing portfolio of specialised oral care products in India, alongside brands such as Sensodyne, Paradontax and Polident. Seth said rising health awareness and changing lifestyles are driving demand for more targeted oral care solutions, mirroring trends seen in international markets.
For Haleon, Pronamel’s entry is the start of a long-term effort to reshape oral health conversations in India. “This is just the beginning,” Seth said. “We want to set the foundation right and continue bringing products that meet specialised needs.”
