With inflation still biting, thanks to global tensions and rising commodity prices, FMCG giants are quietly preparing to hike prices again. But here’s the twist: Colgate says it’s protecting the most vulnerable buyers by keeping small pack sizes (₹10 & ₹20) packed with value; even adding more product per pack last year. Smart move? Maybe. But don’t be fooled; they’re also pushing premium products hard, growing 6x faster than the market. Rural India? They’re still winning volumes thanks to better availability and oral health awareness; even if monsoon rains are playing hide-and-seek. Meanwhile, Palmolive? Not pulling its weight, so they’ve handed its e-commerce reins to Bombay Shaving Co. The bottom line? Your morning brush might cost more soon... but not if you stick to the small packs. And if you’re into premium toothpaste? You’re exactly who they’re targeting.