Just think of this. A company is started by a boy who is barely out of college and management school. He joins a company which makes toothbrushes and toothpastes. That company closes down later in life, but that young and eager boy learns the tricks of trade enough to start his own venture making toothpaste and toothbrushes. The company is JHS Svendgaard and the boy is Nikhil Nanda, now CEO of his own venture. Making toothpastes, toothpowders, toothbrushes, dental and gum paints, mouthwashes and other similar oral care products requires quite different processes. His logical business move was to pare down the product portfolio.

He devised his plan on the presumption that these retail chains would need to talk to various suppliers for the supply of various oral care products. If they could source all oral care products from one vendor then they would prefer JHS Svendgaard.