Potential

Entrants
Threat of
New
Entrants
Industry
Bargainin
g Power
Suppliers
of
Suppliers

Competitors

Bargainin
g Power
of Buyers

Buyers

Rivalry
among
existing
Threat of
Substitute
Products Substitutes
of Service

1. Suppliers
Ingredients for toothpaste and toothpowder were inexpensive and locally
available and blending was not cost-prohibitive.
2. Potential Entrants
Entrepreneurs from India and China had entered the Indian market with lowpriced and speciality offerings (such as herbal and ayurvedic paste) in recent
years.
Cottle had two primary manual tootbrush competitor in India, Hinda-Daltan
has 21% market share, SarIndia held 11% market share.
3. Subtitutes
Many Indian still cleaned their teeth with traditional products like neem twigs,
black salt, tobacco, charcoal and ash.
4. Buyers
India struggled to free vast swaths of its population from poverty. Roughly
37% (or 429 million individuals) lived below thw poverty line, defined by the
World Bank as $ 1,25 U.S per day. Some estimates suggested that as much as
80% lived on less than $2 per day.