India, March 23 -- A quiet revolution is taking place in India, where oral care has often been an afterthought. Earlier, purchases were limited to toothpaste and toothbrush at the local chemist or the neighbourhood kirana store. And the market was ruled by a handful of FMCG majors like Dabur, Colgate Palmolive, HUL, GlaxoSmithKline and Procter & Gamble, although generic products made foray to a certain extent.

However, there was no real innovation, and the dental aisles in big stores languished in the absence of fresh and dazzling, Insta-worthy brands. Dental influencers did not exist then. Smart toothbrushes did not interact via phone apps. TikTok videos did not flash perfect smiles powered by 3D-printed dental crowns or brandished on-t...