Local FMCG player Patanjali Ayurved is posing an increasing threat to the multinationals in India, according to a report published by Brand Equity.

The Haridwar-based company has secured a 4.5 percent share of the Indian toothpaste segment, according to a report by Kotak Institutional Equities, and its rise in popularity is challenging market leader Colgate-Palmolive’s dominance. Colgate saw its market share drop 60 basis points to 57.3 percent in 2015 – and analysts are pointing the finger at Patanjali.

Patanjali Ayurved has channelled significant energy into expanding its core toothpaste brand Dant Kanti, with new segmented product launches. The homegrown FMCG manufacturer is also said to be considering a move into the baby care arena.