India, Aug. 18 -- Colgate-Palmolive India has partnered with D2C startup Bombay Shaving Company to drive the D2C and ecommerce business of its personal care brand Palmolive, as the FMCG major looks to revive the underperforming brand.

Under the partnership, Bombay Shaving Company will manage Palmolive's consumer-facing advertising and customer relationships across D2C and ecommerce channels.

Colgate-Palmolive will continue to oversee Palmolive's modern and general trade business, traditional advertising, product innovation, quality, and supply chain.

"Our learning has actually been that the flywheel of a D2C brand is slightly different from the flywheel of the kind of brand that we are used to doing," Colgate-Palmolive India MD and CEO...