Perfora, a direct-to-consumer (D2C) oral care startup, has raised $2.5 million (around Rs 20.7 crore) in a Series A funding round led by RPSG Capital Ventures.

The round also saw participation from existing investors such as Sauce.vc, Lotus Herbals family office, Sara International family office and Huddle, among others. 

As per the startup, the freshly raised funds will be used for scaling its operations on other e-commerce marketplaces as well as its website.

Perfora | Oral Care Products

Founded by Jatan Bawa and Tushar Khurana in 2021, Perfora is building a disruptive, modern, and functional oral care brand that offers clean and performance-driven oral care products. 

The Gurugram-based oral care startup produces a range of oral wellness products like smart electric toothbrushes, sodium lauryl sulfate (SLS)-free toothpaste, N-Ha toothpaste, probiotic mouthwash, smart flosser, teeth whitening pens and powder, among other products.  

Speaking about the development, Jatan Bawa, Co-founder of 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 its products, Perfora is challenging traditional players such as Colgate, Sensodyne, Close Up, Patanjali, and Dabur, offering a fresh look at the category in terms of product lines and distribution. In June 2022, the Gurugram-based startup raised $1 million in a seed round led by Sauce.VC and several strategic investors.

Commenting on the development, 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.”

As per a report by Shiprocket, D2C brands in India are estimated to become a $60 billion industry by FY27.

Last month, D2C platform Blingg raised pre-seed funding of $100,000 (around Rs 82.7 lakh) led by Decentralized VC. Earlier in January, D’chica, a Delhi-NCR based D2C fashion brand offering innerwear along with a fashion line of sportswear, loungewear and footwear, raised Rs 1.62 crore from revenue-based financier Velocity. 

The same month, D2C brands Zlade and Wakefit Innovations raised funds. Last year, several D2C startups raised funds, including Ustraa, Rapidbox, Good Health Company, and XYXX Apparels.

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