Niche wellness oral care brand becomes an everyday off-price staple across four global markets
4 Markets
Purchase orders across USA, Canada, UK, and European Union
Sri Sri Tattva was executing a broader omni-channel expansion strategy, with a focus on increasing awareness for its Sudanta Toothpaste, a differentiated oral care product rooted in wellness and tradition. Off-price was identified as the right platform for global visibility at scale.
Understanding the challenge
The brand wanted to enter off-price strategically, not opportunistically. Sudanta needed to build credibility in a high-frequency, everyday-use category where consumer trust and shelf adjacency to established brands would matter. A one-time placement wasn't the goal, the brand needed a foundation for multi-market purchase orders that could sustain long-term growth.
Our approach
Common Shelf positioned Sudanta as an everyday wellness oral care option, not a niche alternative, ensuring the brand showed up with the right context and shelf placement to drive repeat purchase behavior.
Key execution moves:
Strategic placement that aligned Sudanta alongside trusted, recognizable mainstream toothpaste brands
Consistent product storytelling across regions to maintain brand integrity across all markets
Expansion planning designed to support repeat orders, not one-time placements
Sudanta Toothpaste became an everyday oral care item in top off-price retail and established purchase orders across USA, Canada, UK, and the European Union, achieving shelf adjacency alongside mainstream brands that reinforced trust and repeat purchase behavior.
