Oral Care D2C Startup Perfora has raised $2.5 Mn funding led by RPSG Capital. Since its inception, Perfora has raised a total of $3.5 million in funding, with $2.5 million raised in this round.
Perfora is a direct-to-consumer (D2C) oral care startup that aims to disrupt the oral care industry by providing clean and performance-driven oral care products. The company offers a range of oral wellness products, including smart electric toothbrushes, SLS-free toothpaste, N-Ha toothpaste, probiotic mouthwash, smart flosser, teeth whitening pens, and powder, among others.
The startup was founded in 2021 by Jatan Bawa and Tushar Khurana and is based in Gurugram, India.
Jatan Bawa, Co-founder of Perfora, said,“We are building Perfora with a vision to transform oral hygiene for Indian consumers. We are one of the leading digital-first brands that has a holistic oral care product portfolio in the affordable premium category. In a short span of operations, we have grown strongly due to the overwhelming response, strong engagement, and repeat purchases by our consumers. We have also been very fortunate to have the support of long-term investors who have expertise in building consumer brands.”
Abhishek Goenka, Head and Chief Investing Officer, RPSG Capital Ventures, said, “We at RPSG Capital Ventures are committed to supporting companies that use clean label innovation and customer-centricity to create unique solutions that can address consumer problems at scale. This is why we have invested in Perfora, a brand that provides science-backed products and creates excitement in the oral care category.”
Perfora’s products challenge traditional players in the industry, such as Colgate, Sensodyne, Close Up, Patanjali, and Dabur, by offering a fresh look at the category in terms of product lines and distribution. The startup aims to build a disruptive, modern, and functional oral care brand that appeals to consumers who are looking for healthier and more natural alternatives to traditional oral care products.
According to a report by Shiprocket, D2C brands in India are estimated to become a $60 billion industry by FY27. This growth is being driven by increasing internet penetration, rising disposable incomes, and a shift in consumer preferences towards healthier and more sustainable products.
