Press Releases
March 23, 2010
Future Group ropes in Sachin Tendulkar to Co-create Sach Toothpaste
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  • First ever Co- Created private brand in this segment

Mumbai, March 23, 2010: Sachin Tendulkar and Future Group Co-created Brand – SACH; today announced the launch ofSach toothpaste.

On this occasion, Mr Kishore Biyani, Group Ceo, Future Group, said, “We are extremely delighted to have Sachin Tendulkar, a persona every Indian likes to emulate; to co-create brand Sach. 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.”

On this occasion Sachin Tendulkar – Co-Creator of brand - Sach feels that It’s a tremendous opportunity of being part of Future Group. He also says that  “As a team we can take this brand to such heights where the others can only admire.

Sach brand has already entered the Oral Care category with its toothbrush range last year, and is currently at 25% share in future group stores; and the new Sach toothpaste will complete the oral care category assortment.

Devendra Chawla – Head private brands 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’. The product has been tested against the best brands in the country.Also especially for this launch we have planned a ‘Master Blaster Pack’, which will create huge consumer excitement”.

Sach toothpaste will be available in white paste (100g) with Calcium & Minerals for stronger teeth; 
Red (80g & 150g) & Blue Gels (80g) – with Dissolvable Mentho Cool Beads for long lasting freshness.
White toothpaste will have Spearmint flavour, Red will come with Icy Spicy Fresh & Blue will have Icy Minty Fresh flavours.

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