Niche wellness oral care brand becomes an everyday TJX item across four global markets
4 Markets
Recurring POs 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. TJX 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 recurring, 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 TJX markets
Expansion planning designed to support repeat orders, not one-time placements
Sudanta Toothpaste became an everyday oral care item in TJX USA and established recurring purchase orders across USA, Canada, UK, and the European Union, achieving shelf adjacency alongside mainstream brands that reinforced trust and repeat purchase behavior.
