Oral care startup Edinora featured on Shark Tank India, where founders Prabhakaran Gopinathan, Ashika Nambiar M, and Praveen Prabhakaran Jayana pitched their vision of providing edible-grade, herbal oral hygiene solutions.
During the pitch, the founders highlighted that Edinora offers a range of oral care products, led by their flagship Edinora Sensipro Toothpaste, which contributes 55% of their total sales. The brand distinguishes itself by using essential oils and herbal powders while strictly avoiding SLS, parabens, triclosan, and artificial colors.
The founders also emphasized the importance of safe oral care by noting that the average adult oral cavity contains 50–100 billion bacteria. Launched in 2022, the brand has already developed 87 prototypes to perfect its edible-grade formula.
Entering the Tank, the founders sought ₹2 crores for 5% equity, valuing the company at ₹40 crores.
Currently, the company operates on a bootstrapped model with a manufacturing setup that utilizes a loan license facility and company-invested custom machinery. Their sales distribution is heavily concentrated in Kerala (90%), with a channel split consisting of 67% tele-calling, 29% marketplaces, and 4% retail. The brand has built a digital presence with 26,000 Facebook followers and maintains a strong customer loyalty rate with a 45–50% repeat rate.
On the financial front, Edinora reported sales of ₹1.8 crores in YTD. For the current fiscal year (FY 24–25), sales have reached ₹3.24 crores to date. Specifically, for the April–October 2024 period, sales stood at ₹1.71 crores with a marketing spend of ₹83 lakhs. In the more recent April–October 2025 window, sales scaled to ₹1.84 crores with a reduced marketing spend of ₹47 lakhs. The company is currently operating with an EBITDA of 25% (approximately ₹2 lakhs for the YTD period). The founders project sales to reach ₹4 crores in FY 25–26.
The company shared that its product portfolio is split between 85% oral care and 15% personal care. Within the oral care segment, 72% of revenue is driven by toothpaste, while 13% comes from other specialized oral care products. The brand aims to capture a larger share of India’s ₹17,000 crore oral care market.
After discussions, Aman Gupta closed the deal by investing ₹2 crores for 10% equity, valuing Edinora at ₹20 crores.
