Mid Year Reflections

in Oct 5, 2022


It’s been a while since I wrote the Sunday letter. I hope you are doing well. 

It’s a bitter-sweet realization that the first 6 months of 2022 are over. Well, I’m still getting over the fact that where did the first 6 months vanish? I guess I have lost track of time.

Today, this is a No Agenda letter. It’s not that we don’t have anything new to talk about but I want to share a few updates on what’s been happening at Perfora

At the start of the year, we had planned a few things that we want to accomplish in 2022, and reflecting back, I can say we are faring decently well. Of course, we haven’t been able to accomplish everything we planned for or might not be able to accomplish but that is the beauty of building something from the ground up i.e. plans and milestones change all the time. 

Now coming to a quick snapshot of what’s been happening a Perfora, a brand that is elevating everyday oral care and helping you smile more confidently!

More Fuel: A few months into 2022 and we realised that we will need some more capital to continue to grow and positively impact the oral hygiene of hundreds of thousands of consumers. This resulted in raising some more capital from extremely understanding and visionary investors. We are grateful to have the continued support of Sauce.vc and really appreciate Lotus Herbals, Shiprocket, Sara International Group, and renowned entrepreneurs for believing in our vision. You can read more about it here

The Cool Stuff: Over the last 6 months, we have been constantly engaging with our customers and our community to know about what products we should launch that will help them take better care of their teeth. In the last 6 months, we have launched our range of consciously and effectively formulated Toothpaste, Teeth Whitening products that help you in smiling more confidently. On popular demand, we introduced new colors in your favorite Electric Toothbrush and Water Flosser. Also, not every product that we launch, despite speaking with our customers and prior research, is a hit. Some products do extremely well and some don’t and that’s the process. 

Lights, Camera, Action: In today’s world, if the objective is to build a brand that consumers can resonate with, then one has to seriously think about their content strategy. Our young and dynamic team has been hard at work in figuring out what type of content will help us build a strong narrative. And we do run quite a few experiments frequently to get better at the overall content. One of the most viewed and loved content in 2022 was when we (i.e. Tushar & I) talked about our journey of starting Perfora. If you haven’t seen it, please click here. It’s a must-watch! If you have any suggestions on the type of content we should create, please reach out to me directly.

The Engine: At the start of the year, we were a team of 4 people, hustling day in and out, 7 days a week. As we have grown in scale, our team size has doubled i.e. now we are a team of 8 and growing and still hustling day in and out, 7 days a week. We are looking to add a bunch of more hustlers and if you can recommend someone who you think would be a great fit, please let us know. Without a strong team, we won’t be able to accomplish even 1% of what we want to and hence, we are really grateful for every single person who is on this journey with us.

Long Road Ahead: We are about to complete 1 year i.e. next month and the journey ahead is super long. There is a lot to be done and so much for us to experience so that we can continue to delight, and elevate oral care for millions of Indian consumers. In this journey so far, we have

been very fortunate to have the support of the ecosystem that has enabled us to grow at such a fast pace. Recently, we launched our new website so that the shopping experience is seamless and smooth. Please check out and share your feedback. Additionally, some of our products are now available on Swiggy Instamart (in 5 cities - Delhi, Gurgaon, Hyderabad, Bangalore, and Mumbai) and we also went live on Blinkit in Gurgaon. This implies you can get your oral care essentials faster (in less than 30 mins) in select cities. 

Lastly, I want to share something personal. Over the last few years, I haven’t paid much attention to my skin but as I grow older, I’m getting more conscious about my skin health. Recently, I discovered Suganda, a skincare brand that is effectively solving skin problems through its range of products. I personally love the Green Tea Cleanser that is hydrating and soothing for my skin. If you would like to try  Suganda Products, please use the code: PERFORA20 for a flat 20% discount. You can thank me later :)