War for prime shelf space between retailers and FMCG players

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This might be the bitter truth that oral care giants Colgate and Hindustan Unilever are finding hard to swallow.

Almost half the oral care shelf filled with Future Group's latest brand.

Even though both these companies which have over 80 per cent of the oral care market are jostling for shelf space according to their respective market shares, but for Future Group it is just a routine practice.