Case-O-Nova 7.

0 - SMASH

Addressing the new arena of Ionic Toothbrushes

CaseStorm
| Shagun Chaubey | Eshana Jaswal| Kumar Aryan |
| Aaditya Kumar Yadav |
Shri Ram College Of Commerce
INDUSTRY OVERVIEW
Understanding the Oral Care Landscape: Gaps, Growth & Unmet Needs
$406.6M 7.33% $715.5M 4.78% 70%
1 1 2 4
3 3

Toothbrush Market
Market Size CAGR for the period Projected Size Size of India’s toothbrush Number of toothbrush users
in India (Manual+Electric) FY26 to FY34 by FY34 market as a proportion (approximate)
of global market

CURRENT PAIN POINTS & THEIR SOLUTIONS MARKET LANDSCAPE

P
Government initiatives can provide initial support but costs may spike
due to high import duties on inputs
PROBLEM SOLUTION appendix no. 1

Launch simplified explainer content

Low Product Ionic tech is unfamiliar; consumers $406.6 M
$ 406.6M E Rising urban incomes support premium hygiene products but price

Awareness don’t understand the science.

via reels, YouTube videos & dentist-
led demos.
TAM sensitivity affects rural adoption

Premium Pricing Offer 30-day money-back trial & S Urban youth are more open to trying new technology and tend to
be more health conscious
₹250/month feels expensive vs.
early adopter discount with cancel SAM $ 70.2 M
Hesitation regular brushes. anytime option.
T AI and IOT integration alongside a personal app tracker may
enhance appeal
Back claims with dental
Low Trust in New Consumers are skeptical of ‘too
endorsements, clinical proof & SOM $ 3.5 M
Oral Tech advanced’ tech without validation sampling at clinics. L Health claims must be backed by advertising standards and
electronics must comply with safety norms

In the near future, we estimate the size of our

E
Deploy branded POS with QR Sustainable designs would be more favourable as opposed to
Weak In-Store Product gets lost on shelves; lacks Serviceable Operatable Market at around $3.5M
demos, touchscreens, and product brushes using lithium batteries
education at POS. (refer to Appendix 1 for details regarding the calculations)
Visibility comparisons.
appendix no. 2
Over 55% of our 63.8% of respondents maintain the habit
of brushing twice daily. 29.7%
are willing to pay ₹2500
or more for a premium
SENTIMENT ANALYSIS
respondents belong to the
toothbrush
5 high income group (₹15 We did a social media sentiment analysis of ionic toothbrush using Python over platforms
PRIMARY Lakh+ per annum). like Amazon, YouTube which reflected that consumers are highly satisfied with quality.
are attracted by dentist-approved Their Average User Sentiment of +0.38 shows approval but not excitement. The neutral
RESEARCH
More than 61% of our Nearly 41% of our
34% tags at a personal care product score still shows areas of improvement in clear warranty, visual mode indicators
section
INSIGHTS respondents shop oral hygiene respondents feel confident
and post sales communication
products from online retailers, to try a premium toothbrush are held back from trying new Net Sentiment Score +11.9 Avg User Sentiment +0.38
followed by supermarkets
(34%).
via free clinical trials. 40.4% oral tech by lack of visible
benefit

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 1
MARKETING PLAN
Phase-Wise Execution Plan Backed by Budget, Channels, and Timelines
appendix no. 3 PERCENTAGE PROPORTION
ONE YEAR TIMELINE
MARKETING BUDGET
BUILDING BRAND AWARENESS 1
Pre-Launch Research & 2
Dental Outreach 24.00% 30,00,000 Insights
Dental outreach programmes through clinical trials and Product Positioning &
Local Sponsorships 6.00% 7,50,000 professional samples I The Awareness & Messaging
Local SEO for dental clinic partnerships Strategic
Digital Marketing 50.40% 63,00,000
Social-media marketing through ads and influencer Education Phase 3 Partnership with
Customer Incentives 6.00% 7,50,000 partnerships Dental Chains
Teaser Campaigns on
Retail Sales Incentives 13.60% 17,00,000 Social Media

POINT OF SALES 5 4
CONSUMER INCENTIVES (₹750000)
Influencer & Dentist
STRATEGY
Free Samples 35.00% 2,62,500 Endorsements

Loyalty Rewards 7.50% 56,250 Educational Content

Our retail strategy targets premium 6 Rollout
Discounts 50.00% 3,75,000 pharmacies, electronics outlets, and
department stores, ensuring at least 2 feet Step-by-Step Product Usage
Referrals 7.50% 56,250
of shelf space per outlet, engaging Tutorials

DIGITAL MARKETING (₹6300000) interactive displays to capture attention, 7 8

and QR-based educational content to In-Store Demo Kiosks
Instagram 6.03% 3,80,000
inform customers, backed by 17.5% retailer
YouTube 18.10% 11,40,000 margins and attractive bonuses for volume II Engagement &
sales to incentivise consistent promotion
Facebook 18.10% 11,40,000
Trial Phase Limited-Time
9
and higher sell-through. Introductory Offers
Local SEOs 14.92% 9,40,000
Sampling & Trial Packs POS Visibility
Brand Ambassador 39.68% 25,00,000 Enhancement

Influencer 3.17% 2,00,000

11 10
12 Customer Testimonial
RETAIL INCENTIVES (₹1700000) Bundled Value Campaigns
ENCOURAGING FIRST-TIME TRIALS
III Conversion and
Packs with
9.41% 1,60,000 Loyalty Phase
Display Space replacement 13
86.00% 14,57,750 heads
Margins Run 30-day trial programs with a money-back guarantee; Loyalty & Referral
Promotional Material 50,000 sponsor premium society events to give winners free Programs
2.94%
samples and participants discount coupons. 14 Continuous Feedback &
Reserves 1.65% 32,250 15 Optimization

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 2
PRODUCT LINE AND LOGISTICS
Comprehensive Product Ecosystem with Smart Subscriptions & Scalable Reach
PRODUCT LINEUP SUBSCRIPTION MODEL

O-Raksha Electric
₹250 per month ₹800 per month ₹1000 per month
BASIC GOLD DIAMOND
Electric-powered ionic technology Individual Plan- 1 user Family Plan- 3 users Pro Users - 1 user / plan
Runs on rechargeable lithium ion battery
Two year battery life Three toothbrush handles (one time)
One toothbrush handle (one time) Three toothbrush handles of your choice (one
Two year warranty
One toothbrush head every 3 months Three toothbrush heads every 3 months time), Three toothbrush heads every 3
Free limited trial of AI report for upto 3 Free limited trial of AI report for upto 3 months months, Brushing insights on app, Full access
₹2500
months Free travel case to AI generated reports reviewed by dentists,
Cancel anytime Free delivery 3 mouthwashes (250 ml), Free delivery
O-Raksha Solar

Solar-powered ionic technology

PRICING STRATEGY DISTRIBUTION CHANNELS
Eco-friendly design
No battery required PRICE RANGE MIDPOINT OPTIMUM PRICE
Two year warranty Under 1500 1000 (1000x7) + (1750x15) + E-COMMERCE
(2250x5) + (2750x9) +
₹3500 1500-2000 1750 (4000x11)

2000-2500 2250 47

≈₹ 2,500
Replacement heads 2500-3000 2750
Different weights have been allotted to the
RETAIL
3000+ 4000
midpoint prices according to the number of
responses in each price range
PARTNERSHIP
Replaceable ionic heads for a cleaner,
fresher brush.
Pack of 4 Pricing strategy for electric toothbrush has been determined on the basis of
responses as shown in the table above. For solar toothbrush, pricing was set as
Sustainable and eco-friendly composition
per comparison with competitors like Soladey.
DIRECT
SALES
₹700
App Website

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 3
TECH INTEGRATION
Bridging Smart Oral Care with Intuitive Tech Touchpoints through Product and Website Mock-up
MOBILE APPLICATION INTERFACE WEBSITE INTERFACE

AI-generated report powered by sensors,

providing brushing insights and tracking streaks

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 4
STRATEGIC COLLABORATIONS
Amplifying Reach & Retention through Strategic Brand Partnership, Ambassadoring and Clinical Tie-ups
MOUTHWASH PARTNER BRAND AMBASSADOR

Benefits to Customers 1

X PREMIUM EXPERIENCE
Dolly Singh Dolly Singh’s relatable humor connects with young, urban
Indians, ideal for promoting a premium ionic toothbrush.
1
Selling the Premium Experience with specialised
We are partnering with the mouthwash brand, Listerine, by including three of their mouthwashes 1. Effect on Sales
(250 ml each) along with our deliveries of toothbrush heads under our Diamond Plan to relevant
Diamond Plan to be held as an exemplar of class for 2 Her focus on self-care and daily routines resonates with
subscribers. customers
health-conscious youth seeking balance and authenticity,
2. Audience Reach which primarily comprises our target audience.
TARGET CUSTOMERS 2 CONVENIENCE FACTOR
Bundled packs of toothbrush and mouthwash reduce 3 Her own past experiences with dental issues can help build
Health Conscious Urban high disposable income & concern 3. Cost-Friendly
for health the need to buy separately at a higher aggregate credibility and trust with our users and others facing similar
Professionals challenges.
price

Smokers & Tobacco Dolly Singh is a vibrant content creator whose witty humor
plagued teeth CUSTOMISATION 15 lakh+ Instagram followers
Consumers 3 and relatable characters, inspire and entertain millions
Recurring delivery of brush heads and Listerine 8 lakh+ YouTube subscribers
packs, customisable by user preferences across India.
Dental Professionals recommending customers

DENTAL CLINICS SOCIAL MEDIA CAMPAIGN

WHAT’S IN IT FOR LISTERINE? WHAT’S IN IT FOR O-RAKSHA? Partner with 100+ top-tier dental clinics in metro &
Tier-1 cities. #7DaySmileChallenge
EXECUTION
Shared Customer Base
Penetration into Premium Oral Care Segments Branded display units + product demos at clinics
Wider Reach & Shelf Access Show brushing
Benefit from toothbrush data insights Dentists endorse and recommend our ionic toothbrushes
Boosted Recurring Revenue
Increased Product Usage
Brand Credibility Boost Clinics stock & sell full product line improvement over 7 days
Post-treatment QR codes for exclusive discounts on O-
Raksha’s site

SYNERGIC BENEFIT Users post a Day 1 & Day 7 selfie

Cross-Sell Uplift Enhanced Conversion Retention Engine INCENTIVES OUTCOMES after using our brush
Commission on every sale, Increased product trials
Strategic bundling increases Average Order Dentist endorsements + Listerine’s trust = Subscription plans with Listerine refills drive free samples, marketing by high trust patients
Value through toothbrush + mouthwash elevated brand perception. It boosts higher retention as complementary products, kits & feature on O- Builds medical trust &
Best smile wins a 3-month refill
combos, encouraging complete oral care conversion rates among health-conscious reducing churn and keeping customers engaged Raksha’s site. pack of replacement heads and
credibility
adoption users via recurring value.
mouthwash

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 5
EXPANSION & STRATEGIC ROADMAP
Blueprint for Expansion: O-Raksha’s 3-Year Roadmap for Transformative Growth
ROADMAP FOR STRATEGIC EXPANSION METRO PRESENCE
appendix no. 1
Poor awareness Environmental
2 Customer Effort Score (CES) 3 Consumer Acquisition Cost
CHALLENGES

about ionic concerns about 1 Net Promoter Score (NPS) DELHI

technology plastic waste Measure customer loyalty & Measure how much effort a TAM: ₹939.61 Cr

KPIs
satisfaction based on the likelihood of customer has to put in to The total cost a company
Urban stress & Overdependence customers recommending a complete a task with a incurs to acquire a new
neglect of oral on traditional company's product or service to company, such as making a customer. AHMEDABAD
hygiene brushing others. purchase. TAM: ₹261.28 Cr
PUNE
Entry & Awareness Phase Loyalty & Product Line Extension TAM: ₹211.17 Cr
D2C website portal and mobile app
3 Launch and intensify marketing for solar
1 Influencer-led awareness & Brand ambassador variant Achieve 75K+1 unit sales by 2027 DELHI
programmes On 2-year anniversary, offer vouchers and other Reduce 25 tonnes of plastic waste (via head-replacement

GOALS
Product Partnership and Dental Outreach 2026 freebies to regular customers
model)
Establish presence in 120-150 premium retail points
Cultivate 50K+ loyal app-based users
2025 2027 AHMEDABAD
Building presence in Physical Mode KOLKATA
2 Partnership with resident societies and
corporates
PUNE KOLKATA
Expansion & Physical Presence TAM: ₹428.11 Cr
India’s First- MUMBAI

BUILDING CREDIBILITY DIFFERENTIATION STRATEGY Sensor enabled HYDERABAD

Toothbrush HYDERABAD
We have IoT integrated sensors connected
A
A Community Partner with tech parks & co-working spaces to our app, which tracks brushing patterns, TAM: ₹311.49 Cr
Satellite
Trust generates AI reports, sets daily reminders
Free dental camps + toothbrush demos
Clinics
Building and provides insights. Missed 3 night BANGALORE
Engage RWA wellness committees The sensor will alert users when they are brushes, time to
brushing too hard with a red light, indicate hit back! MUMBAI
B Build Partnerships with dental colleges and research institutions for optimum brushing with a green light and CHENNAI
CHENNAI
Professional product testing and educational outreach upon completion, display a rainbow light. TAM: ₹575.44 Cr
Community
endorsement Smart Notifications TAM: ₹336.28 Cr
Trust Distribute trial units to top dentists & influencers
Enable Verified Dentist Reviews and Testimonials on Website SUSTAINABILITY INITIATIVES for Smart Customers BANGALORE
CA
C User-
Incentivise early adopters to share reviews & routines. Take-back programs for recycling the Send refill reminders &
TAM: ₹392.27 Cr
Generated Launch
Telemedicine Arya Connect, a digital platform &
Host brushing streak challenges with giveaways on social plastic/electric parts of the brush properly to trigger wellness nudges
through notifications
Advocacy train
Services media.medical staff to onboard patients to it.
promote sustainability
Offer bamboo made replacement heads for eco- TAM: TOTAL ADDRESSABLE MARKET
Link for our very own crafted
friendly consumers
website

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 6
RISK MITIGATION AND EVALUATION
Navigating Uncertainty: Strategies to Assess & Minimise Key Risks
RISK MITIGATION MATRIX RAKSHA FRAMEWORK
Before Mitigation
4 1
PROBLEMS MITIGATIONS
R REACH Influencer marketing, informative content and dentist partnerships to generate mass
awareness
1
Poor Awareness About
Ionic Technology
Dentist endorsements
A ATTRACT
Eye-catching POS displays, banners highlighting the difference between normal
and ionic toothbrushes, mascot marketing (Maharaj Molar)
Most consumers are Educational content on website
3 unfamiliar with how ionic
toothbrushes work, leading Packaging with QR code for “How
K KNOW
QR code on packaging that links to explanatory videos on ionic technology, retailers
as micro-educators and in app popups for educating consumers.
to hesitation in trying new
S
it works” videos
2 technology. SAMPLE Free trial packs and distribution of samples and vouchers as prizes and giveaways
Probability

Biodegradable or recyclable brush 30-day money back guarantees to first time users and gamification through
H
2
Environmental Concerns heads HOOK brushing streaks
About Plastic Waste
Promote solar-powered eco Valuable subscription models and loyalty programs.
Growing environmental
awareness directly leads to
variant A ADOPT Collect user generated content and referrals from happy users to create advocates
resistance against plastic-based
Severity Takeback programs for brush
products. heads RICE FRAMEWORK
After Mitigation
3 App-based brushing reminders &
Urban Stress & Neglect streak tracking Project Reach Impact Confidence Effort Score
of Oral Hygiene
Busy urban lifestyles often cause Real-time brushing feedback
people to overlook consistent
oral care, impacting dental POS Visibility 12
Dentist-backed AI reports on
4 1 health over time. mobile app

4 Overdependence on Brand
3 20
Traditional Brushing Highlight visible benefits vs. Awareness
Strong habits and economical manual brushes
Probability

nature of manual brushing

2 make consumers resistant to Offer 30 day money back First-Time
adopting tech-based oral care guarantee to first time users
16
Trials
solutions.

Severity

INDUSTRY OVERVIEW MARKETING PLAN PRODUCT LINE & LOGISTICS TECH INTEGRATION STRATEGIC COLLABORATION STRATEGIC ROADMAP RISK MITIGATION 7
APPENDIX 1 - TAM, SAM, SOM Calculation

Scan this QR Code to get access to

our primary insights

Link to Calculation of TAM, SAM, SOM :

Notes to the reader

1) We take the sizes of both electronic toothbrush market ($76.8 million) and manual toothbrush market ($329.8 million)
2) Assuming metro population at 124.3M, 15% of the population as having purchasing power to buy and 10% of the 15% who might actually buy, we
estimate the size of SAM at $70.19M
3) We take SOM as 5% of our SAM
4) We assume forex rate at $1=Rs. 85
5) All figures of TAM, SAM and SOM are in Millions of Dollars
APPENDIX 2 - Sentiment Analysis

We have analysed 30+ comments and reviews using Python and drew insights regarding consumer sentiment, thereby
finding areas of improvement. This is a glimpse of our Python code and analysis.

Link to Sentiment Review Document

APPENDIX 3 - Marketing Budget Utilization

Notes to the reader

1) We take number of stores to be 40 and calculate display space @ Rs. 4000

per display space/rack.
2) We calculate sales target as 10% of SOM and then take 28% of this as to
be achieved through offline retailers. Then margin is calculated as 17.5% of
sales through offline retailers
3) Promotional Material cost is estimated to be negligible at Rs. 50000 and
we keep 32250 as reserves (can be awarded as volume bonuses or used
elsewhere as and when needed)
4) We assume forex rate at $1=Rs. 85
5) Other allocations are estimates based on primary survey responses

Link to Marketing sheet

APPENDIX 4 - Cost Benefit Analysis for Toothbrush Users

TOTAL COST INDIVIDUAL

TYPE
(5 YEARS) MONTHLY COST

Ionic ₹18000 ₹100

Normal ₹10000 ₹55.56

Note to Reader: The median size of an urban household is

assumed to be 3
Please click on the super scripts on our first page to check
references.
Link to Cost-Benefit Analysis Sheet
APPENDIX 5 - Video Advertisement prepared by us for our product

LINK TO OUR VIDEO ADVERTISEMENT

 THANK
YOU!
Please visit O-Raksha website for sure :)