Sensodyne, the leading oral care brand from Haleon, has launched Pronamel in India — a toothpaste formulated to strengthen and protect tooth enamel. The move expands Sensodyne’s portfolio to address enamel wear, a growing but under-recognized oral-health concern.
Haleon says modern diets rich in acidic foods and beverages — citrus fruits, cold drinks, pickles, tea and coffee — gradually weaken tooth enamel. That damage raises the risk of sensitivity, yellowing and cavities and, unlike other tissues, enamel does not regenerate naturally once lost.
Company research cited in the launch claims 95% of the population faces risk of enamel wear while only about 8% are aware of it. Pronamel is presented as the result of more than 20 years of scientific study and, according to Haleon, offers “2X stronger enamel protection” against everyday acid wear.
“Keeps enamel — nature’s shield — intact,” said Kishlay Seth, Category Lead – Oral Health, Haleon India Subcontinent. He added that lifestyle-driven acid exposure often demineralizes enamel and that damage is frequently detected too late. Pronamel, he said, is a scientifically advanced option for proactive daily enamel care.
To support the launch, Pronamel has rolled out a nationwide awareness campaign across television, digital, social, print and outdoor media. The campaign aims to educate consumers on causes and consequences of enamel wear and to promote healthier oral-care habits.
Haleon said the Pronamel rollout aligns with its broader vision of offering premium, proactive oral care in India and helping consumers protect long-term dental health.