MUMBAI, Aug. 17 -- Colgate-Palmolive (India) has handed over end-to-end management of all consumer-facing advertising and customer relationships on Palmolive to Bombay Shaving Company, chief executive Prabha Narasimhan said on Monday.

The tie-up is for e-commerce and D2C platforms, with modern trade and traditional trade staying with Colgate. Colgate sells shower gels, washes, and liquid hand washes in India under Palmolive brand.

"End-to-end is really all the consumer-facing advertising and the customer relationships on Palmolive are being handled by Bombay Shaving Company," Narasimhan said in the company's quarterly analyst call.

The partnership, aimed at leveraging Bombay Shaving's D2C expertise, comes at a time when the management ...