When we consider the fast growing gel toothpaste segment, Close-Up has upper hand than its competitors. The segment comprises of 900 crore people and Close-up leads this segment with a 60 percent share. This huge success of Close up is often attributed to its youth centric advertisements and its innovative market strategies. When we take the youth segment, Close up is the market leader clearly. But when we take the overall market share Close-up stands at second place next to Colgate.