Perfora, a direct-to-consumer (D2C) oral beauty and wellness brand, has raised $1 million in its seed funding round from Sauce.VC and other strategic investors like Lotus Herbals Family Office, Shiprocket Group, and Sara International Group.
The round also saw participation from entrepreneurs including Mohit Sadaani (The Mom’s Co), Saurabh Pandey (Aknamed), Ashutosh Valani (Beardo), Trisha Rajani (Dr Vaidya’s), and others.
The startup plans to use the funds to invest in building its team, offering a range of innovative oral care solutions, strengthening its brand position and expanding distribution.
The Gurugram-based Perfora was founded in August 2021 by Jatan Bawa (ex-Vahdam India) and Tushar Khurana (ex-Cult.fit), Its product portfolio includes Electric Toothbrush, Probiotic Mouthwash, N-Ha Toothpaste, Smart Flosser and Peroxide-Free Tooth Whitening Pen.
“We want to create a large impact in the everyday life of people with high-quality and effective oral care products”, said, Jatan Bawa, founder of Perfora.
The startup currently sells its products directly to consumers through its website and channels like Amazon India, Swiggy Instamart and Nykaa.
“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,” said, Tushar Khurana, founder, Perfora.
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According to startup, oral care is a market worth Rs 15,000 crore, dominated by existing brands like Colgate NSE 0.48%, Close Up, Patanjali, Dabur NSE 1.24%, and Sensodyne.
“With increasing disposable income and internet penetration, consumers have started investing in products that deliver an experience,” said, Manu Chandra, managing partner, Sauce.VC.
In December 2021, Perfora had raised $260,000 in its pre-seed funding round led by Sauce.vc, along with participation from Huddle, Boat, Vahdam Teas founders, and others.
At Perfora, Jatan and Tushar are building a disruptive, modern, and functional oral care brand for consumers in India and globally. The idea behind Perfora is to elevate the oral care experiences of the consumers with their clean & effective products and educate people about how they can improve their oral health.