CLEANER TEETH, BRIGHTER SMILES

Coffee, cigars, cigarettes, chocolates, betel nuts and betel leaf, tobacco – for a country with over 1 billion population, the vices are as diverse as the country. And unsurprisingly, it’s the teeth that bear the stains of all these lifestyle choices. “As per some surveys, as much as 40% of the population in India suffers from dental stains,” observes Navdeep Mehta, Managing Director, Novateor Research Laboratories. Under his company, Mehta has launched SmiloShine, which are teeth-whitening strips especially made for the diverse palette of Indian consumers.

A UNIQUE PRODUCT

Designed for quick use, convenience and affordability, according to Mehta, the application is also very easy. “The application process takes merely 30 minutes per day for only a week, resulting in whiter, brighter teeth at least by 4–6 shades,” he says. To its credit, SmiloShine is the first product in India to get approved by the FDCA in the teeth-whitening category. “Recently the FDCA updated a guideline for all teeth-whitening products to get mandatory product approval by the agency. So far, no other similar products are available in the Indian market with the FDCA license,” Mehta confirms.

THE INDIAN ORAL MARKET

According to Mehta, cosmetic dentistry is picking up pace in India and other countries. He says, “Currently, as per a survey, more than 40% of the population in the country is facing dental problems like yellowish to brownish teeth because of various habits like neglected teeth cleaning, eating disorders, drugs, chewing tobacco, chocolates or soft drinks consumption.”

With a vision to take SmiloShine to every corner of the country, Mehta believes proper marketing and wider geographical reach can attract more than 10 lakh customers per year within two years easily. “An easy solution anytime and anywhere for whiter teeth can be revolutionary. And this promises high returns too,” says Mehta.

THE FRANCHISE OPTION

In a bid to enter new markets and expand aggressively, Mehta has taken up the franchising model. SmiloShine is looking to expand rapidly across the country as well as globally. “We are currently seeking product approval in other countries with their local food and drug regulatory agencies,” Mehta adds.

Elaborating about his franchising plans, he says, “Our target is to reach across 20+ states in India with 25,000 outlets and appoint over 100 dealers. In addition, we are planning to add more innovative cosmetic products in teeth-whitening as well as other categories.”

FRANCHISE FACTS

YEAR OF LAUNCH: 2018

YEAR OF INITIATING FRANCHISING: 2018

INVESTMENT REQUIRED: Rs 50,000- 2,00,000

AREA REQUIRED: 100 SQ. FEET

EXPECTED ROI: 15-20%

EXPANSION PLANS: PAN-INDIA.

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