The brand will use the funds to build its team, introduce a range of innovative oral care solutions, strengthen its brand positioning, and expand distribution.
Perfora, like many other new age beauty and personal care brands, is challenging traditional players with a fresh look at the category in terms of product lines and distribution.
Launched in August 2021 by Jatan Bawa and Tushar Khurana, Perfora’s product portfolio includes electric toothbrush, probiotic mouthwash, N-Ha toothpaste, smart flosser, and peroxide-free teeth whitening pen.
“We want to create a large impact in the everyday life of people with high-quality and effective oral care products,” Bawa said.
Currently, the brand sells its products directly to consumers via its website and channels like Amazon India, Swiggy Instamart, and
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“With increasing disposable income and internet penetration, consumers have started investing in products that deliver an experience,” said Manu Chandra, managing partner, Sauce.VC.
According to the company, oral care is a Rs 15,000-crore market that is dominated by incumbent brands such as
Close Up, Patanjali, , and Sensodyne.
“In India, 90% of people either have dental cavities or gum disease. There is a massive lack of awareness around oral hygiene and most products in the market use inappropriate ingredients like SLS or Titanium Dioxide or Sodium Saccharin. There is a massive opportunity to build an oral care brand that creates awareness,” Khurana added.