In a trend setting initiative, Hindustan Lever Ltd (HLL) has come out with a dental insurance scheme along with its Pepsodent brand of toothpaste, in association with New India Assurance. The scheme offers consumers free dental insurance cover of Rs 1,000 on purchase of any pack of Pepsodent toothpaste.

According to Debjit Rudra, Marketing Manager, Oral Care division, HLL, the scheme was the first of its kind in the oral category in India and was in tune with the National Oral Healthcare Policy.

Under the scheme, anyone who purchases a Pepsodent pack is entitled for the insurance cover after a cooling off period of six months. The scheme covers against expenses for the extraction of a permanent tooth due to severe caries and periodontal, including cost of medication.

Caries and periodontal were the most widespread dental ailments in India affecting 85 to 100 per cent of the child and adult population, he said. Pepsodent, he added, had steadily gained market share from 16.4 per cent last year to 17.3 per cent by August this year.