Future Group launches co-branded toothpaste with Sachin Tendulkar

New Delhi, March 23, 2010: Expanding its private brands portfolio, this time in the oral care segment, Big Bazaar retail chain owner Future Group has launched the first co-branded toothpaste in the country in association with cricketing icon Sachin Tendulkar, under the brand, Sach.

Sach brand entered the oral care category with its toothbrush range last year, which currently accounts for a 25-per cent share in Future Group store sales. In the past, Future Group has launched a series of private brands ranging from foods with Tasty Treat, home and personal care range with  Cleanmate and Caremate, staples under the Fresh & Pure and Premium Harvest brands

''We are confident that brand Sach will build an emotional connect with consumers, inspire the youth and will create a history like Sachin always does,'' said Kishore Biyani, Group CEO, Future Group.

According to Devendra Chawla, head private brands, Fututre Group, the product has been tested against the best brands in the country.

In keeping with its focus on the "Indianness" of the brand, Chawla says, ''Ab Din Ki Suruvat Sach se is the brand's core message that is drawn from the basic Indian values of inculcating good habits, and inspired from Sachin as an individual who stands for humility, honesty and integrity and also the product truth and functionality of 'brushing teeth every morning'.

He disclosed that a special 'Master Blaster Pack', had been planned, especially for the launch, which would "create huge consumer excitement".