Our Journey Founders

2016
Met on
Jagriti Yatra Graduated from SGTB Khalsa, Founding Team Member at
Delhi University, 2014. Akiva Superfoods. Built the foundation
of the brand leading multiple verticals.

2017
Bonded over
Part of the leadership team at Vahdam
5+
the common theme 5+ years of experience across
Teas, played in pivotal role in growing multiple consumer brands
of entrepreneurship the brand 3X, to INR 180 cr

2018
Jatan
Worked together
in building Akiva
Superfoods

2019 Graduated from SRCC,

Worked at OYO rooms, setting up
GOA market and conceptualising
Gained deeper expertise Delhi University, 2015.
Townhouse vertical
around fast paced and
scaled up start-ups

Led B2B, HORECA Part of the expansion & strategy

2020 vertical for Akiva Superfoods team at Cult.fit for North & West India
Started conceptualising
an Oral Care brand
5+
5+ years of experience across consumer internet & brands
in business development & strategy Tushar
2021
Launched Perfora
 Problem Statement Not So Good Ingredients !

More than 76% adults have cavities or are

at the risk of developing them.

95% of Indian population suffers from gum Leading

disease and 9 out of 10 Adults have a Toothpaste
Brands
major oral health problem.

Only 15% people brush twice a day.

~90% oral care products (like toothpaste,

mouthwash, etc.) have questionable
ingredients like SLS, Titanium Dioxide, etc.
Leading
Mouthwash
Brand
Data Source: For the first 3 points, Indian Dental Association website.
The last point is based on our personal research and observations.
 Consumer Insights*

76% 92% 94%

Not willing to buy Find oral health to Not aware about the
products that be equally or more ingredients that are
contain potentially important than skin a part of toothpaste
harmful ingredients. health. or mouthwash.

59% 48% 77%

Willing to switch to Are excited to try Would prefer investing in
a new oral care innovative and effective at preventive oral care
brand that is oral products to improve solutions over visiting
purpose driven. oral hygiene. dentist for treatment.

*Data collected by surveying and speaking to ~400 consumers.

 Global Landscape

USA

A few brands like Quip, Burst,

In the last 6 years, multiple Goby, Spotlight, etc. have raised
brands have been launched with more than $200 million in funding
the narrative of better & cumulatively generate
& functional oral care. more than $300 million
in annual revenue.

Europe
In India, increasing
awareness towards health
& wellness with rising
purchasing power.

We strongly believe, India, similar to US &

Europe, will witness consumers investing in
high quality & functional oral care products
in the next 18-24 months.
 Why Now ?
Changing consumer perception & buying behaviour, increasing digital penetration and rising awareness
for health & wellness has seen emergence of multiple brands across different categories.

Beauty/Grooming Food/Beverages Hygiene Oral Care

/Supplements

Oral Care, being one of the important aspects of overall health is yet to be disrupted
and will follow suit as seen in other categories.
 Market Size

2%
2%

4%

INR 15,000 Crore* 30 million

Total organized (top 2% Indians)
23% 69%
oral care market Total Addressable Audience

INR 2,700 Crore** INR 900

Potential market size Target audience estimated Toothpaste Toothbrush Toothpowder
- premium oral care annual spend on oral care

*By 2027, the oral care market is expected to be worth INR 25,000 Crore
Mouthwash Others
growing at CAGR of 8.6%
**By 2027, the premium oral care market is expected to be worth INR 5,000
Crore growing at CAGR of 11%
 Competitive Landscape

Toothpaste Electric Toothbrush

Premium
The oral care category is seeing
the emergence of new brands.

Affordable
Premium
In the last 12 months, a few
brands like Oris, Dente91,
Getmoral, etc. have launched.

Mass
However, none of these brands have
a presence across categories.
Mass

We're the only digital-first

brand that is building a
Affordable
Premium

holistic oral care product

portfolio in the affordable
premium category.
Premium

Mouthwash Other Products

(Water Flosser, Oil Pulling, Teeth Whitening)
 Why ® ?

A uniquely positioned holistic oral care brand with

scientific and effective solutions for consumers.

Science Backed Design - Led Mindful

Our products are Our products deliver We are on a mission to create
formulated with ingredients a superior user experience products that are good for the
or technology proven to and are a delight to use. people and the planet.
be effective.
 Revenue Channel
Digitally Native, not online only.

Brand Website Marketplaces Offline

Over the last 11 months, we
have expanded our digital
footprint and our products
are now available across 10+
websites.

In addition, our brand is also

available across select offline
retail outlets.

For the next 12-18 months, our primary focus will be to increase distribution across
various e-commerce channels and tap into different segments like Grocery, Quick
Commerce, E-pharmacy, Live Commerce, etc. In addition, we will continue to grow
traction on our website.
 Brand Strategy

Building a strong community of people Will be partnering with select boutique

who are investing in their oral health. institutions - Hotels, Clinics, Retail
Every week, we write a personalised Outlets, and D2C brands etc. to build more
Sunday letter that makes for an interesting credibility & brand awareness.
Community read. Partnerships

Leveraging influencers to create UGC (user Constantly engaging with customers to

generated content), generate awareness & understand their feedback on product and
build a differentiated visual image in the brand. Helps to create brand recall and
consumer's mind. This content also works upsell more products to the same
Aspiration well on paid media to drive higher ROAS. Feedback customers.