Fang Oral Care, a rising oral wellness startup in India, secured ₹10 crore in funding from Honasa Consumer Ltd., the company behind brands like Mamaearth and The Derma Co. This investment is a key step in India’s growing direct-to-consumer (D2C) market, where beauty, wellness, and personal care brands are expanding quickly.
Founded in 2022 by Ankit Agarwal, Ashutosh Jaiswal, and Jitendra Arora, Fang Oral Care is creating a modern oral beauty brand with teeth whitening products, special toothpastes, and everyday oral care items. In just two years, the brand has gained popularity among city consumers who want high-quality, science-backed, and well-designed oral care products. This has become a big opportunity in the Indian D2C beauty and wellness market.
Co-founder Ashutosh Jaiswal said that partnering with Honasa Consumer was a well-thought-out decision that matches their goals. We chose Honasa carefully. They have a history of building purpose-driven brands like Mamaearth and The Derma Co., which fits with our goal of making good, science-backed oral care available to everyone. This partnership is more than just money; it’s based on shared ideas and values.
The founders have over 20 years of experience in product development, e-commerce, performance marketing, and healthcare manufacturing. This experience has helped Fang become a D2C startup with a good understanding of the industry.
With this new funding, Fang plans to improve its R&D, expand its range of oral beauty products, and increase distribution through online marketplaces, its own D2C website, and fast commerce platforms, which are now essential for the growth of D2C brands in India.
Honasa Consumer’s Chairman & CEO Varun Alagh is confindent in Fang’s market position and future. At Honasa, we look for founders who know their category well. The Fang team has a unique mix of experience, innovation, and a clear purpose. We support their plan to change oral care by making oral beauty something people aspire to, while still using science. This category is ready for a change, and Fang is in a great spot to lead it.
Fang’s current products include teeth whitening kits, special toothpastes, and essential oral beauty items, all designed for measurable results and supported by clinical studies. The brand sells its products on Amazon, Flipkart, its website, and major quick commerce platforms, using a modern omnichannel D2C approach that combines direct sales with fast delivery.
This investment shows that there is growing interest in oral care as the next big thing in the Indian D2C market, where consumers are starting to see oral beauty as part of their daily skincare and wellness routine. With Honasa’s support, Fang wants to increase brand awareness, grow its online presence, and expand across the country, with the goal of becoming a top VC-backed D2C brand in India by 2025.
As the D2C industry continues to see growth in beauty, wellness, and personal care, Fang’s vision to raise the standards of oral beauty in India marks a big change in consumer behavior, product innovation, and digital brand building. With experienced founders, a growing market, and the support of one of India’s largest consumer brand companies, Fang is ready to shape the future of oral wellness and oral beauty in India.
