Perfora an oral care startup, secures investment from RPSG Capital Ventures.

• ByStartupStory     |    February 28, 2023

Perfora, a D2C startup, has raised $2.5 Mn from RPSG Capital Ventures, an early-stage consumer VC fund, to expand its online presence through website and ecommerce marketplaces.

With the latest funding round, Perfora’s total funding has now exceeded $3.7 Mn. The startup, founded by Jatan Bawa and Tushar Khurana in August 2021 and based in Gurugram, offers a range of oral care products to customers, including electric toothbrushes, smart flossers, probiotic mouthwash, and peroxide-free teeth whitening pens.

Abhishek Goenka, the Head and Chief Investment Officer at RPSG Capital Ventures, expressed his commitment to backing companies that use clean label innovation and customer-centricity to solve consumer problems at scale. This is why the venture capital fund has invested in Perfora, which offers science-backed oral care products that generate enthusiasm among customers, according to Goenka.

Perfora claims that its toothpaste is free of toxic components and has received the Made Safe certification. The startup also highlights that recent studies indicate that a significant majority of adults experience major oral health issues, and a vast majority of oral care products in India contain harmful ingredients like Titanium Dioxide, SLS, and Sodium Saccharin.

Tushar Khurana, the Co-Founder of Perfora, cited a study conducted by the startup that revealed 94% of individuals are unaware of the ingredients in their toothpaste and mouthwash. However, the same study found that 92% of people consider oral health as important as or more important than skin health. Additionally, 76% of participants said they would not purchase items that contain potentially harmful ingredients if they were aware of them.

Sauce.VC, Lotus Herbals Family Office, Sara International Family Office, and Huddle are among the investors in Perfora. The startup faces competition from several other players in India’s oral care market, including Listerine, Biotique, Patanjali, and Aravi Organic. According to a Statista report, the Indian oral care market is estimated to be worth 2023 and is projected to expand at a CAGR of 3.50% between 2023-27.

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