Scientifically crafted premium toothpaste designed to strengthen enamel and defend against acid wear
National, November 18, 2025: Sensodyne, the leading oral care brand under Haleon, has introduced its internationally trusted Pronamel toothpaste in India. The launch marks a significant expansion of Sensodyne’s portfolio into the specialised domain of enamel care—an essential yet often overlooked aspect of oral health.
With rising consumption of acidic foods and beverages such as citrus fruits, fizzy drinks, pickles, tea, and coffee, Indians are increasingly vulnerable to enamel erosion. This gradual weakening of enamel—the tooth’s natural protective barrier—can lead to sensitivity, discoloration, and cavities. Despite this widespread risk, awareness remains strikingly low: while 95% of Indians are exposed to enamel wear, only 8% are aware of the condition.
Aligned with Haleon’s long-term vision of strengthening everyday oral health in India, Pronamel aims to highlight the importance of proactive enamel protection through a science-backed, premium solution.
Commenting on the launch, Mr. Kishlay Seth, Category Lead – Oral Health, Haleon India Subcontinent, said, “Enamel is nature’s protective shield for our teeth, yet our lifestyle—especially frequent intake of tea, coffee, and other acidic foods—gradually weakens it. Once enamel is demineralised, it cannot regenerate on its own, and the damage often goes unnoticed until it becomes irreversible. Pronamel is backed by over 20 years of scientific research and offers twice the protection against everyday acid wear. Through our awareness efforts, we hope to educate consumers on the need for consistent enamel care and offer a trusted, effective solution for daily oral health.”
To support the rollout, Pronamel has launched a wide-reaching consumer awareness campaign across television, digital platforms, social media, print, and outdoor media. The initiative aims to inform consumers about the causes and impact of enamel wear and encourage preventive oral care habits through clear, engaging communication tailored for Indian audiences.
Campaign Films:
Pronamel Superior Formulation – https://youtu.be/iiXs5sn9rlc
Pronamel Specialised Toothpaste – https://youtu.be/8Uk2tmRMCLM
Specially formulated with a gentle, low-abrasion system, Pronamel helps enhance fluoride absorption during brushing and supports the binding of essential minerals like calcium to the enamel surface. This process strengthens enamel, repairs early signs of acid damage, and boosts resilience against everyday acid attacks. Alongside effective cleaning, Pronamel delivers 2X enamel strengthening compared to regular toothpaste, helping prevent erosion, yellowing, and chipping—making it ideal for daily use.
Pronamel is available in two variants—Daily Protection and Fresh Breath—priced at ₹95 for 40g and ₹140 for 70g.
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