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Story of Perfora - A 100 Crore Oral Brand

Perfora is a digital-first oral care brand that aims to elevate everyday oral care with innovative and personalized products. The brand was launched in August 2021 by Jatan Bawa and Rishabh Jain, two entrepreneurs who wanted to disrupt the oral care industry with their vision of creating products that are safe, effective, and convenient for consumers.

Perfora offers a range of products such as electric toothbrushes, water flossers, plastic-free chewing gums, teeth whitening pens, and copper tongue cleaners. The brand claims to use natural ingredients, eco-friendly packaging, and advanced technology to deliver superior oral hygiene solutions.


Perfora has recently gained popularity after being featured on Shark Tank India season 2, where it bagged a deal worth Rs 80 lakh for 2.5 percent equity from three sharks - Peyush Bansal, CEO of Lenskart, Namita Thapar, executive director of Emcure Pharmaceuticals and Vineeta Singh, co-founder of SUGAR Cosmetics. The deal valued Perfora at Rs 32 crore, making it one of the most successful pitches on the show.

The founders said that they will use the funds to expand their distribution network, invest in R&D and brand building. They also said that they are targeting to reach 10 million Indian consumers in the next two years with their personalized oral care solutions.


Perfora sells its products through its D2C website as well as other online marketplaces like Amazon, Nykaa, Flipkart, etc. The brand also has an offline presence in over 120 retail outlets across Delhi/NCR such as Tata 1mg, Guardian Pharmacy, etc. The brand claims to have over 22,000 customers per month and a retention rate of 40 percent.


Perfora has also raised Rs 2 crore in the pre-seed round and Rs 7 crore in the seed round from investors like Sauce VC, Lotus Herbal family office, etc. The brand aims to become India's leading oral care company by offering products that cater to the different needs and preferences of consumers.


Perfora is an example of how a young start-up can leverage innovation, personalization, and digital marketing to create a niche for itself in a competitive market. The brand has received positive feedback from customers as well as experts for its quality products and customer service. Perfora is on its way to becoming India's first 100-crore shark tank brand.

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