Perfora

Perfora is a direct-to-consumer (D2C) company operating in the Indian oral care market, positioning itself as a modern alternative to legacy brands. The company was founded in 2021 by Jatan Bawa and Tushar Khurana. The founders' journey into oral care was sparked by personal experiences with poor oral health and the realization that the market lacked new developments, with many products containing questionable ingredients like SLS and Titanium Dioxide. Both founders had prior experience in the consumer brand and startup ecosystem, with Bawa having worked at Ernst & Young and Vahdam Teas, and Khurana at companies like OYO and Cult.fit.

The business primarily operates through a digital-first, D2C model, generating a significant portion of its sales from its own website, alongside a strong presence on e-commerce marketplaces like Amazon and Nykaa, and quick-commerce platforms. This strategy allows for direct engagement with consumers, informing new product concepts and fostering a personalized shopping experience. Perfora also has a growing offline footprint, with products available in hundreds of retail stores and pharmacy chains. Its revenue model is based on the sale of a diverse range of oral hygiene products. The company has shown significant sales growth, reaching ₹15 Cr in FY23 and a projected annual run rate of ₹50 crore by late 2023.

Perfora offers a comprehensive product line that includes smart electric toothbrushes, water flossers, probiotic and alcohol-free mouthwashes, and SLS-free toothpastes. A key differentiator is its focus on product design and formulation, offering what it describes as the 'sleekest smart electric toothbrush' and unique toothpaste flavors such as lavender rose and lemon mint. The company emphasizes using safe, effective, and science-backed ingredients, developing products free from harmful chemicals. A notable feature is the option for customers to personalize their electric toothbrushes with their names. The brand gained significant visibility after an appearance on Shark Tank India, where it secured funding from several investors.

Keywords: oral care, direct-to-consumer, D2C, Jatan Bawa, Tushar Khurana, electric toothbrush, SLS-free toothpaste, probiotic mouthwash, smart flosser, teeth whitening, Indian startups, Shark Tank India, personal care, e-commerce, digital brand, oral hygiene, dental care, wellness products, consumer health, personalized products, clean ingredients, modern oral care, Gurugram startup