Honasa Consumer backs the oral wellness startup to expand R&D, widen its product range and grow its digital footprint
Fang Oral Care has raised Rs 10 crore in fresh capital from Honasa Consumer, the parent company behind Mamaearth, The Derma, and Aqualogica, the Mumbai-based startup said on Thursday.
Established in 2022 by Ankit Agarwal, Ashutosh Jaiswal and Jitendra Arora, the company focuses on teeth-whitening and broader oral wellness products. Its portfolio is available via its own website, major e-commerce marketplaces such as Amazon and Flipkart, as well as quick-commerce platforms.
The latest funding will support research and development efforts, broaden the product line, and strengthen Fang’s visibility across online and rapid-delivery channels. The founding team collectively brings more than 20 years of experience each across areas including product design, ecommerce, performance marketing and healthcare manufacturing.
Honasa Consumer chairman and CEO Varun Alagh said the startup’s founding team stood out for its category understanding and ambition to reshape the oral care segment. He noted that the oral care market is poised for change, and said Fang is positioned to drive it with products that “combine aspirational positioning with scientific backing.”
Co-founder Ashutosh Jaiswal said the team chose to partner with Honasa owing to its success in building purpose-driven brands and its alignment with Fang’s aim of making evidence-led oral care widely accessible. The company currently offers teeth-whitening products and toothpastes formulated with active ingredients.
Honasa Consumer is India’s largest digital-led beauty and personal care company, with seven brands under its umbrella.
