Redditor asks, ‘why don't Indians floss their teeth'; falls into a rabbit hole of oral health marketing, Ayurveda, and cultural clashes

Economic Times

03-05-2025

Not Just About Clean Teeth — It's About Marketing
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For generations, brushing twice a day was the gold standard, and that too only in urban households.
Ayurveda's Ancient Tools vs. Modern Western Habits
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Accessibility and affordability remain significant barriers for flossing habit in India.
A Change in the Air
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It all started with a seemingly innocent question posted on r/AskIndia: 'Why is flossing your teeth not common in India?' The poster added that they often see Americans promote flossing as an essential part of nighttime oral hygiene, but rarely, if ever, encounter an Indian who does the same. The question, surprisingly, struck a nerve — what began as a health query turned into a cultural deep-dive, complete with historical context, economic critique, and even a dash of Ayurveda.What emerged from the flood of responses was not just the answer to one Redditor's curiosity, but a reflection of how deeply our habits are shaped by culture and commerce — and how that could be shifting.One user cut to the chase: 'Marketing,' they wrote. 'Even in the West, flossing only became a thing after the 1980s.' They weren't wrong. Flossing, much like other modern hygiene practices, gained traction in the U.S. not necessarily because people had sudden dental epiphanies, but because associations and corporations pushed for it.In India, on the other hand, dental care never received that kind of promotional push. For generations, brushing twice a day was the gold standard, and that too only in urban households. There were no commercials telling you to slide string between your teeth, nor any syllabus mentioning it in schoolbooks. One commenter summed it up succinctly: 'If it weren't for my chachu, I wouldn't even know what flossing is.'Interestingly, while flossing hasn't taken root, Indians have long embraced another oral hygiene practice — tongue scraping . It's a habit steeped in Ayurvedic tradition and now slowly being 'discovered' by wellness influencers in the West. Ironically, the very people puzzled by our lack of flossing are now adopting our ancient tools for holistic oral care.A user highlighted how bizarre this cultural crossover can be, saying that some in the West have hesitated to use tongue scrapers due to homophobic misconceptions or gag reflex fears. Still, thanks to digital marketing and influencer advocacy, tongue cleaning is having a moment abroad.Even for those who know about flossing, the practicality of the habit is another hurdle. The cost of dental floss in India has reportedly surged — once priced around ₹60, it can now cost ₹200 or more. One user wrote that they eventually switched to a water flosser because, while expensive upfront, it offered long-term ease and freshness that traditional floss couldn't match.Accessibility and affordability remain significant barriers. Unlike the U.S., where dental hygiene is heavily commercialized and linked to insurance systems, India doesn't incentivize routine dental care — financially or socially. As one Redditor cynically observed, in the U.S., sparkling white teeth can be the difference between job offers and judgment, making flossing part of a broader system of cosmetic pressure and insurance dynamics.While flossing may not be an Indian norm, times are changing. With the rise of wellness influencers, dental aesthetics are slowly creeping into mainstream conversations — just like skincare did a few years ago. Younger Indians, exposed to global content and equipped with disposable income, are beginning to view flossing not as an American quirk, but as a self-care practice.Whether or not flossing becomes a staple in Indian households, the Reddit discussion reveals a larger truth: oral hygiene, like most habits, is less about science and more about social influence. And in a globalized world where one viral video can introduce a country to tongue scrapers or jade rollers, the humble dental floss may yet find its place — wedged snugly between India's canines and bicuspids.