How Perfora Scaled To INR 70 Cr Revenue In 4 Years......

Founders

Jatan Bawa , Tushar Khurana

Year Established

2021

No. of Customers(monthly)

1.2-1.3 lakh

Turn Over(in crores)

60-70 crores

Number of Employees

70+

The Start

Nowadays, we are seeing a unique brand in the market people are using . It is a D2C oral care brand known for it's innovative approach and personal branding, moving away from the traditional, and impersonal approach of many oral care brands. Before Perfora came into existence, oral care had grown into a large category, however, there had not been much innovation in it. As a consumer , I was not satisfied with the existing oral care products in the market- they all are stacked in a very similar way, " says Jatan Bawa. As a product category, electric toothbrushes are growing by about ~9.5% CAGR [compounded annual growth rate], and a lot of new brands have emerged. Overall, the oral care category is growing at ~8.5% CAGR, however, over the next five years, a massive increase is expected,” shares Bawa.

Brand Identity and Focus

Perfora aims to make oral care a core part of personal care routines, rather than a mundane task. They engage with customers through personalized messaging and relatable content, fostering a stronger emotional connection. Perfora uses vibrant colors for packaging and different flavours and playful aesthetics to stand out from the market competition . Perfora toothpastes are known for being SLS, peroxide, and titanium dioxide free, and they often contain natural sweeteners like stevia and xylitol. This brand is mainly known for their less foam forming tendency and this is also their USP(unique selling point).

Ingredients : Sorbitol, Hydrated Silica, Demineralized Water, Glycerine (Vegetarian), Sodium Methyl Cocoyl Taurate, Vitamin C (Orange Peel Extract), Vitamin E, Xylitol, Erythritol, Stevia, Xanthum Gum, Cocamidopropyl Betaine (CAPB), Mentha Piperita (Peppermint) Oil, Sodium Benzoate, Flavor, Citrus Medica Limonum(Lemon...). They also often include ingredients like ImerCare PearlWhite 19, bromelain, sodium bicarbonate, and other natural extracts for whitening and anti-sensitivity properties.

Product Development

They continuously make improvements on their products based on customer feedback, creating a dynamic feedback loop. They also develop products on specific oral care needs, such as their purple magic whitening Serum. They ensure their products are designed to deliver both aesthetic and functional value to their customers. Perfora distinguishes itself through design, offering features like personalized product branding, bold color palettes, and unique packaging experiences like the slider box for their electric toothbrush. Perfora leverages digital channels for marketing, customer interaction, and sales, emphasizing their interactive learning and community-building efforts.

Founders says they are likely close FY25 with INR 70cr. In the Fiscal year 2024, perfora's revenue increased by 180%YoY achieving ₹42.2 crore from ₹15.1 crore in FY23 . The brand is primarily targeting age group people in metropolitan cities like Delhi, Mumbai , Bangalore. Perfora's product available in over 800-900 stores including pharmacies and wellness stores also.

Perfora introduced the Purple Magic Whitening Serum in September 2023, responding to customer demand for an on-the-go whitening solution. The product quickly became a bestseller and a significant revenue contributor.

Jatan Bawa: "We aim to become the largest digital-first oral care brand in the country." He emphasized the importance of tapping into the online market, which has seen limited penetration in the oral care category, and plans to invest ₹3–4 crore in digital initiatives to achieve this goal .

Tushar Khurana: "We're building a modern oral care brand for the modern Indian customer." He highlighted the brand's focus on clean ingredients and design-oriented products, catering to the needs of a price-sensitive market while introducing innovation in a traditionally low-involvement category .