RPSG Capital Ventures, an early-stage consumer VC fund, has expanded its D2C portfolio through its first investment in the rapidly growing oral-care category in India. They announced a $2.5 million investment in Perfora, a disruptive, safe, and effective oral care brand for Indian consumers.
Perfora is revolutionizing the oral care category with its’ innovative oral wellness products like Smart Electric Toothbrush, SLS Free Toothpaste in unique flavors, Enamel Safe Teeth Whitening Pen and Powder, Smart Dental Flosser, Alcohol-Free Probiotic Mouthwash, etc. The toothpaste is Made Safe and Certified and doesn’t contain any toxic ingredients.
RPSG Capital Ventures’ decision to enter the oral-care segment through Perfora is driven by a major market need. Despite the fact that poor oral health can cause massive challenges, it is still underpenetrated and underused due to a lack of awareness and access to the right solutions. Recent studies show that 9 out of 10 adults have a major oral health problem. What makes it worse is that more than 90 percent of oral care products available in India have questionable ingredients like SLS, Titanium Dioxide, Sodium Saccharin, etc.
Abhishek Goenka, Head and Chief Investing Officer, RPSG Capital Ventures said, “We at RPSG Capital Ventures are committed to supporting companies that use clean label innovation and customer-centricity to create unique solutions that can address consumer problems at scale. This is why we have invested in Perfora, a brand that provides science-backed products and creates excitement in the oral care category. Their vision, product offerings, and growth plan are in line with the future of D2C brands that we endeavor to build. We are glad to support them in their journey during the growth stage.”
Jatan Bawa, Co-founder, Perfora, said, “We are building Perfora with a vision to transform oral hygiene for Indian consumers. We are one of the leading digital-first brands that has a holistic oral care product portfolio in the affordable premium category. In a short span of operations, we have grown strongly due to the overwhelming response, strong engagement, and repeat purchases by our consumers. We have also been very fortunate to have the support of long-term investors who have expertise in building consumer brands. With this new fundraiser, we look forward to scaling our presence digitally both through marketplaces and direct-to-consumer i.e. our website.”
“In our journey so far, we have worked with oral health experts to create safe and effective products that contain superior ingredients and technology. We are committed to providing our customers with the highest quality products that are the value of money, In a study that we conducted, it was found that 94 percent of the people were unaware of the ingredients that are a part of their toothpaste and mouthwash yet 92 percent of the people found oral health to be equally if not more important than skin health. If consumers were made aware, 76 percent of the people are not willing to buy items containing potentially harmful ingredients, products such as ours have seen increased adoption,” said, Tushar Khurana (Co-founder), Perfora.
Perfora’s existing investors such as Sauce.VC, Lotus Herbals Family Office, Sara International Family Office, Huddle, etc. also participated in this round.