The not so commonly dealt marketing strategy that most of the firms will not be giving much importance may be packaging of products. But still, it is of great relevance to judge how far the betterment of packaging has influenced the preference of customers to a specific brand and at the same time preventing any major ecological hazards. Keeping in view the growing concern of customers for a healthier and fit life, and the importance being given to dental cleaning, the influence of packaging on toothpaste industry is taken as the thread for this study and the related aspects of packaging and other influential factors are dealt with, keeping in view the growing popularity of a better and attractive package for products among the customers and the firms as well.

The various dimensions of packaging ranging from protection of contents to enhancing the overall utility of the product have also influenced this study. Packaging may be considered as a true value catalyst in the toothpaste industry in view of the brand value it adds to the product and the superior brand image it creates in the customer's mind. The contributions from the respondents and their cooperative attitude towards the survey conducted, has helped a lot in sorting out the various crucial problems facing toothpaste industry, which all melted down to some feasible and fine solutions which any toothpaste firm can implement without much prior preparations.

marketing strategy, packaging of products,great relevance, betterment of packaging,customers to a specific brand, time preventing, major ecological hazards, customers for a healthier and fit life, dental cleaning, toothpaste industry.