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Colgate didn’t win India by pushing toothpaste, it won by respecting what Indians already trusted. When the tube flopped against neem datun and tooth powder, Colgate adapted and entered through familiar formats instead of forcing a foreign habit. Then they played the smartest long game: teaching oral hygiene in schools and putting brushes in children’s hands before competitors even showed up. Over decades, “brushing” became synonymous with “Colgate” in Indian homes. The loudest brand doesn’t win

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