Salt Oral Care, a premium oral wellness startup based in Mumbai, has successfully raised $1 million in a pre-Series A round from Lotus Holdings, the family office of leading personal care brand Lotus Herbals. The Salt Oral Care funding will be released in two tranches and values the startup at approximately Rs 46 crore (around $5.3 million). This capital injection is set to drive the brand’s R&D, innovation, marketing, team expansion, and operational capabilities.
Founded in 2022 by entrepreneurs Karan Raj Kohli and Viraj Kapur, Salt Oral Care presents itself as a sustainable, clinically-backed oral care brand offering high-end toothpaste and glass-packaged mouthwash. Rooted in performance, clean-label ingredients, and visual sophistication, Salt has already recorded a massive 448% year-on-year revenue growth driven by high retention and repeat D2C orders.
The startup’s decision to avoid discount-led marketing and instead focus on value and performance positions it distinctively in the Indian oral care industry. With this latest round, Salt aims to scale while retaining its luxury and scientific appeal. This is the company’s second external funding, following an earlier $358,000 seed round backed by Saurashtra Capital and angel investors.
This milestone reinforces how Indian startups in wellness are attracting significant investor attention, especially those that combine clean products, scientific claims, and strong D2C traction. As competition in this space heats up, Salt’s emphasis on legacy building and clinical excellence could set a benchmark. The startup now looks forward to becoming a globally benchmarked oral wellness brand from India, reflecting broader trends in startup growth, consumer wellness, and premium product evolution.
1. Introduction to Salt Oral Care funding and the brand’s market presence
Salt Oral Care funding marks a new milestone in India’s oral wellness ecosystem. The Mumbai-based startup has received $1 million in pre-Series A investment from Lotus Holdings, the investment arm of personal care leader Lotus Herbals. This partnership values Salt at Rs 46 crore and signals growing interest in premium, science-led personal care startups in India.
2. Founders, business model, and product line
2.1 Founders and their backgrounds
Salt Oral Care was founded in 2022 by Karan Raj Kohli and Viraj Kapur. Kohli brings years of business experience and vision in scaling premium D2C brands. Kapur, who serves as CEO, has been the strategic brain behind the brand’s positioning. Both co-founders aimed to disrupt India’s traditional oral care market by introducing a science-first, design-forward, clean-label brand.
2.2 Working and revenue model
Salt operates on a direct-to-consumer (D2C) model, distributing products primarily through its website and online channels. The revenue model focuses on recurring customer relationships, strong retention, and high repeat purchase rates. By avoiding mass discounting and emphasizing value-driven engagement, the brand has positioned itself among India’s most distinctive personal care ventures.
2.3 Product offerings and differentiators
The product portfolio includes:
- Clinical-grade toothpaste formulated for performance
- Glass-packaged mouthwash rooted in sustainability and design
What sets Salt apart is its blend of medical efficacy, aesthetic refinement, and eco-conscious packaging. Each product is designed to meet global benchmarks while maintaining a rooted Indian narrative.
3. Background of Salt Oral Care funding and its growth story
3.1 Early funding and traction
Before this round, Salt had raised $358,000 from Saurashtra Capital and several prominent angel investors. The seed capital enabled the startup to fine-tune formulations, enhance brand visibility, and scale early operations. The brand witnessed a remarkable 448% year-on-year revenue growth—testament to its strong consumer product-market fit.
3.2 Growth drivers
Salt’s explosive growth stems from:
- High customer retention
- Strong D2C traction
- Clean-label credibility
- A loyal consumer base valuing performance over pricing
Kohli and Kapur’s decision to stay away from discount-led models helped cement a strong value proposition. This approach resonated with quality-conscious millennials and Gen Z customers.
4. Purpose and implications of the latest investment
4.1 Strategic use of funds
According to the founders, the Salt Oral Care funding will be used to:
- Expand research and development
- Introduce new oral wellness innovations
- Strengthen marketing efforts
- Support team hiring and operational scale
This aligns with the startup’s long-term vision to evolve into a legacy brand that competes globally.
4.2 Strategic synergy with Lotus Herbals
Lotus Herbals’ backing is more than capital. Their credibility, expertise in personal care, and widespread distribution knowledge bring strategic benefits to Salt. Kapur mentioned that Lotus’s long-term thinking and shared brand philosophy made them the ideal partner.
5. Industry trends and market relevance
India’s oral care segment is witnessing a shift. Traditional players are being challenged by agile startups offering cleaner, performance-based products. The wellness boom, especially post-COVID, has amplified demand for brands rooted in science and sustainability.
Salt’s positioning in this evolving landscape reflects broader shifts:
- Rise of clean beauty and wellness
- Growing appetite for premium D2C brands
- Increased investor interest in personal care innovation
6. Salt Oral Care funding: A sign of investor faith in luxury wellness brands
This Salt Oral Care funding round highlights a growing pattern—investors backing niche, science-led D2C startups. Brands that stand out with clinical rigour, aesthetic sense, and sustainability are increasingly favoured in the Indian startup ecosystem.
Salt’s ambition to build a globally benchmarked oral care brand from India also mirrors startup trends focused on international scalability, D2C excellence, and consumer-centric product strategies.
7. Learning for Startups and Entrepreneurs
7.1 Value over volume matters
Salt’s deliberate choice to avoid discount-driven growth shows that customer retention and value perception drive real business.
7.2 D2C still has plenty of room
Despite market saturation, D2C continues to thrive—especially when backed by product excellence and brand trust.
7.3 Strategic investors can unlock scale
Partnering with industry-relevant investors like Lotus Herbals can unlock operational and strategic synergies far beyond funding.
7.4 Storytelling and science win trust
Salt’s mix of clinical backing and design-forward branding proves powerful for today’s aware consumer.
About The Startups News
When it comes to showcasing India’s rising consumer and wellness startups, The Startups News is your go-to media partner. Whether you’re tracking fast-growing D2C brands or deep-diving into startup market shifts, we bring industry-vetted stories, venture capital trends, and daily tech ecosystem news to entrepreneurs, investors, and founders alike. From Salt Oral Care funding to unicorn startups India and startup exits India—we cover it all with authenticity, clarity, and insight.
