Viraj Kapur and Karan Raj Kohli are turning toothpaste into a lifestyle with Salt Oral Care—and secured $1M to prove it

Backed by Lotus Herbals in a fresh pre-Series A round, co-founders Viraj Kapur and Karan Raj Kohli are betting on science-backed ingredients, sleek design, and a new Indian ritual—of brushing teeth that feels as good as it looks

A white tube. A red cap. Mint-flavoured toothpaste. For decades, oral care in India was reflexive, uninspired, and led by a few legacy players. Aesthetics? Barely a consideration. But as the wellness economy expands and design sensibilities sharpen, the dental care aisle has found itself undergoing a long overdue glow-up. 

Salt Oral Care is at the forefront of this shift. Founded in 2022 by Mumbai-based entrepreneurs Viraj Kapur and Karan Raj Kohli, Salt is part of a new wave of homegrown brands reframing utility products as lifestyle statements—science-led, design-forward, and community-aware.

India’s oral care market, currently valued at $2.03 billion, is projected to reach $3.2 billion by 2033. In tier-1 and tier-2 cities, where aspirational consumption meets increased awareness, consumers are willing to pay a premium for flavoured toothpaste and mouthwash. It is a decision that goes beyond brushing—these consumers are curating their hygiene routines. Salt Oral Care tapped into this white space early on, and deliberately so. In just three years, the brand has raised a round of $1 million pre-series A funding from Lotus Herbals-owned Lotus Holding, following an earlier $3,58,000 angel investment. And they’re only getting started.

In the past year alone, Salt Oral Care clocked a 448 per cent year-on-year growth—powered by what the co-founders describe as the lifestyle-ification of oral care. Think matcha-mint, French vanilla, and saffron-flavoured toothpaste, and cucumber-aloe vera and grapefruit mouthwash along with ancillary products such as a cookie dough-scented candle, a fennel-flavoured mouth spray, whitening pens, and a butter yellow-coloured electric toothbrush—all wrapped in sleek, Instagram-ready packaging. The mission? To transform oral care from a chore to a ritual. 

The Established spoke to the co-founders about raising capital in a legacy-dominated industry, decoding the habits of Indian consumers, and how a butter-yellow toothbrush became a bestseller.

Let’s begin with Salt’s trajectory. From ideation to raising capital, what has the journey looked like so far?

Viraj Kapur: Salt started quite simply—I was tired of brushing my teeth with things I couldn’t pronounce. Most toothpastes were full of stuff I didn’t understand—chemicals with names I couldn’t even say. I wanted something simpler, cleaner, and more transparent. The oral care aisle felt stuck in the past—both in design and formulation. We saw a clear opportunity for a brand that belonged on your bathroom shelf—and in your lifestyle.

Being founder-led with a clear point of view helped us stand out. The idea came in during the COVID-19 pandemic lockdown. I was stuck at home, paying more attention to everyday habits—and brushing just felt outdated.

Raising capital was both a challenge and a rite of passage. We bootstrapped for as long as we could because we wanted the brand to speak for itself. Once it did, the right investors found us. We launched in early 2022, bootstrapped it for over a year, and only raised it when we had some direction on where Salt Oral Care was going. The first round [of funding] came in mid-2023—they were initially consulting dentists, named Dr Viraj Doshi and Dr Nisha Sancheti. Plus, early-stage funds backed us at the time. Our recent raise is from Lotus Herbals, a leading household name in personal care.

When you launched Salt, India’s oral care market was largely unorganised. What made you enter this space—and how difficult was it to build in such a legacy-dominated category? What behavioural or adoption barriers do you face, and how do you break them?

Karan Raj Kohli: We saw an opportunity where others saw monotony. Oral care in India was this strange blend of overpromising science and outdated nostalgia. There was no emotion, no aspiration—just function. The hardest part was shifting mindsets. Oral care was treated as a utility, not a ritual. The biggest challenge was that people saw brushing as a chore; no emotion, no thought—just on autopilot. We had to shift that. We didn’t just launch a toothpaste—we redefined how people start and end their day. Through flavours, design, and storytelling, we made oral care feel personal, like self-care—even luxurious. That’s how you shift behaviour: by elevating the everyday.

What were the key white spaces you identified, and how is Salt addressing them—through product, pricing, or positioning?

VK: In terms of formulation, products were either too harsh or too basic. We focused on clean actives like nano-hydroxyapatite and elevated ingredients like matcha. Design-wise, no Indian brand had reimagined oral care visually. We wanted Salt to feel aspirational, not clinical. Moreover, there was no brand speaking to modern Indians with a global aesthetic and a local soul; we chose wit over wellness jargon and built a voice people would want to engage with.

Salt’s debut products made a statement—from flavours like matcha and saffron to minimalist packaging. What informed those early creative and product decisions? Which SKUs launched first, and what did those decisions hinge on?

KRK: We launched with what we knew could break the monotony—matcha, saffron, cinnamon-mint, charcoal. All-natural flavours that feel indulgent but familiar.

Our first SKUs were two toothpastes—‘Dawn’ and ‘Dusk’. But we made sure they were products you would want to leave out on your sink. The decision hinged on one question: Would I post this on Instagram without being paid [to do so]? That was our litmus test for desirability. Because that’s when you know people love the product. We’re proud of what we’ve created, it’s more than just functional—it’s desirable. And, that was our goal from day one.

How does consumer behaviour continue to shape your approach—from product formulation to brand voice?

VK: Today’s consumer is two things at once: smarter and sassier. They care about efficacy and aesthetics. They’ll read your ingredient list and judge your font. So, we test obsessively. Our community is vocal—they tell us what they want, and when we listen, they reward us with loyalty.

Your founding team includes medical experts. How do they influence product development and long-term trust in the brand?

KRK: They’re our grounding force. In an era of trend-chasing, they ensure Salt Oral Care stays rooted in evidence. Every claim is backed by science—not SEO. Trust isn’t built through packaging alone; it’s built through consistency, transparency, and clinical integrity. That’s what our advisors bring to the table. They’re with us from the start—especially during formulation. An experienced team of dentists came on board to ideate and create with us on this journey, and every claim we make is backed by them. 

You’ve recently raised over $1 million. What are your biggest capital deployment priorities in this next phase of growth?

VK: Three key areas.

1. Retail expansion: We’re bringing Salt to shelves across tier-1, 2 and 3 cities. Honestly, demand is growing fast, and people in these cities feel a void when it comes to better quality products too. They just haven’t been offered anything exciting. As for what’s next, we’re looking at the full oral care routine. Think rituals, not just toothpaste. We’re growing not only across India, but beyond. Now available in the UAE only on Amazon, we’re excited to expand our international footprint in the coming months.

2. Product R&D: Expect launches in newer oral care sub-categories and potentially a few surprises too.

3. Tech & Customer Experience: We want the D2C experience to feel as luxe and intuitive as the product itself.

In a value-sensitive market, how do you approach pricing? Are you considering mass-premium or mass-market expansion?

KRK: We’re premium by formulation and design—but accessible by intent. India is evolving. Consumers are willing to pay more for products that feel and perform better. We’re currently in the mass-premium lane, but exploring innovation-led entry points for the mass market. Think democratised luxury—not discounted utility.

With more homegrown brands entering the oral care space, how does Salt plan to stay defensible—through innovation, IP, or community?

VK: Innovation and intimacy. We’re obsessed with R&D but we’re equally obsessed with building a brand people feel close to. Our defensibility lies in how deeply we understand our customers, and how fast we move. Most competitors are either too clinical or too kitschy. We sit firmly in the middle, where science meets sensuality.

What does success look like for Salt over the next five years—and are you building toward an acquisition or long-term independence?

KRK: Success for us is simple—making Salt synonymous with modern oral care in India. As for the future, we’re open. If the right partner comes along who can help us scale without compromising our soul, we’ll talk. But for now, we’re enjoying the ride and building something that can stand on its own.

Which metrics are you most focused on right now—Gross Merchandise Value, profitability, conversion rate, or D2C versus marketplace performance?

VK: We obsess over three things:

• Repeat rate … because loyalty > virality

• Contribution margin … because growth without profits is just theatre

• NPS (Net Promoter Score) … because if people love you, they’ll sell for you

We track performance across D2C and marketplaces, but D2C is our lab—it tells us what to scale, and when.

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