Perfora Rides The Tech Wave To Disrupt INR 15K Cr Oral Hygiene Market

This D2C brand wants to bring a superior oral hygiene experience to Indian consumers

Before setting up their venture in 2021, Jatan Bawa and Tushar Khurana held key positions in new-age startups Vahdam and Cult.fit, respectively. But during this stint, they realised that brands today often focus on shiny new sectors and bells and whistles instead of catering to basic consumer requirements and ushering in some much-needed innovation in those areas. For instance, India’s INR 15K Cr oral care market is still dominated by traditional FMCG giants pushing incremental value addition. Keen to disrupt this landscape and offer holistic solutions for better oral hygiene, the duo decided to launch Perfora.

In Q4 2022 (October-December), the startup began diversifying its sales channels beyond the company website and ecommerce marketplaces. Its products are now available on quick commerce platforms like Blinkit, Zepto and Swiggy Instamart, besides offline stores across Delhi-NCR. The brand has sold 2.6 Lakh+ oral care products, including toothpaste, electric toothbrushes and teeth-whitening pens, and catered to more than 96K users.

Perfora claims it is India’s first and only oral care brand with a Made Safe certification from Safe Cosmetics Australia. This certification is for products which are 85% free from toxic chemicals. A shopper can also customise the box of Perfora products on the website and get the name printed on the electric toothbrush.

The startup will invest in creating brand awareness and educating consumers about the safety and efficacy of its oral care products. It will establish a strong foothold in India’s oral care market and cater to at least 10 Mn people in the next four years.