Promise is a brand of toothpaste that was launched in 1978 by Balsara hygiene in India.
The success of the brand was attributed to the fact that it was positioned as a toothpaste made of clove oil, which is traditionally used in India to treat dental ailments.
The brand's tagline was "The unique toothpaste with time-tested clove oil".
In 1994, the company launched a 2-in-1 gel under the Promise brand, however this product failed because it was aimed at the youth segment which did not relate to Promise's strong clove taste.
[2] In 2005, Promise was sold by Balsara to Dabur along with other Balsara toothpaste brands Babool and Meswak in a ₹1.43 billion (US$17 million) deal.