Perfora: Crafting Smiles, Growing Revenue – A 900 pc Leap in Two Years

Perfora, a brand committed to transforming the oral health landscape in India, was born out of a deep concern for the prevalent dental issues affecting the population. Jatan Bawa, the Co-Founder of Perfora, in an interaction with the IndianRetailer shares his inspiration, stating, "When we looked at the macro-level data, we realized that the oral health of Indians is significantly poor and extensively compromised." With seven out of ten adults and eight out of ten children in India grappling with cavities, and a staggering 84 percent of the population dealing with various forms of gum diseases, the need for a solution became glaringly evident.

"Perfora is not just a brand; it's a commitment to revolutionize oral health. We're driven by the belief that every smile holds the power to transform lives," adds Tushar Khurana, Co-Founder, Perfora.

The Pillars of Perfora's Commitment

At the core of Perfora's mission lies a commitment to enhance the lives of everyday consumers by improving their oral health. Bawa emphasizes the brand's values, stating, "Our products are science-backed, well-designed, and environmentally friendly, as we are highly conscious of our impact on the environment. Therefore, science, design, and mindfulness are the key values we prioritize."

Customer-Centric Approach

Perfora distinguishes itself through a customer-centric approach, placing customer delight at the forefront. Bawa explains, "Our commitment to in-depth research and development enables us to create products that offer significant benefits to consumers." The brand's dedication to personalization, including the option for name personalization on electric toothbrushes, showcases its relentless focus on delivering value to customers.

Khurana emphasizes this approach, stating, "As a founder, I engage extensively with our customers to identify their pain points and improve our offerings."

The Evolving Product Portfolio

Perfora's product portfolio has evolved since its inception, expanding across eight different categories. Initially starting with electric toothbrushes, the brand has consistently introduced new products every few months. The toothpaste line, for instance, offers a variety of flavors and functionalities, addressing diverse customer needs such as gum protection, teeth whitening, plaque removal, sensitivity relief, and even diabetic-friendly options.

From Digital to Offline Presence

As a digital-native brand, Perfora is accessible Pan India through its website. Recently, the brand has ventured into offline retail, with a physical presence in Delhi NCR, Mumbai, Jaipur, Ahmedabad, and Pune. Future plans involve expanding this offline presence to Bangalore, Chennai, and Hyderabad, further strengthening Perfora's foothold in these markets.

Perfora's engagement with customers goes beyond conventional methods. Khurana states, "The most effective and straightforward way to engage customers is by picking up the phone and having a conversation." The brand utilizes customer relationship management tools and integrated technology for proactive communication through various channels like email, WhatsApp, phone calls, and SMS.

Innovative communication strategies, as seen in events like the Magnetic Fields Festival, where Perfora aligned its messaging with themes like music and intimacy, further highlight the brand's commitment to breaking away from traditional norms.

Technology at the Core

Being a digitally native brand, technology is at the core of Perfora's operations. From automating customer communication to personalizing products, technology plays a pivotal role. Bawa states, "Our use of technology is extensive, ensuring an enhanced experience for our customers daily."

Looking forward, Perfora is exploring AI to send more automated and personalized messages to customers. Plans involve replacing personalized letters with a video interface to communicate with users who have bought Perfora's products.

Funding Journey

Perfora was fortunate to secure funding at a very early stage, even before revenue generation. Primary investors, Sauce.vc and RPSG Capital Ventures, along with several angel investors, played a crucial role. Bawa acknowledges the significance of these investments, stating, "These investments gave us the courage to execute, learn fast from failures, and grow further."

In just a couple of years since its launch in August 2021, Perfora has experienced remarkable growth. Tushar shares, "From year 1 to year 2, we’ve almost grown by 900 percent. This year, we’re on track to grow by another 300 percent in terms of revenue."

Future Projections

Looking ahead, Perfora has ambitious growth projections, aiming for 100 percent year-over-year growth for the next five years. The focus remains on the Indian market, specifically targeting Tier I and Tier II cities. SLS-free toothpaste and smart electric toothbrushes will continue to be the core product categories, steering Perfora toward its goal of reaching 10 million households in the next five years.

In the words of the Co-Founders, "Our goal is to ensure our products are being used in at least 10 million households. This widespread usage will assist us in establishing a robust presence in the oral care category and driving the change towards improving oral health for Indians."

Thus, Perfora's journey is not just about creating products; it's a mission to transform oral health habits and make a lasting impact on millions of lives across the nation.