Phitku Launches Mouth Paste Oral Care Product
Phitku, the New Delhi‑based personal‑care brand founded on 16 January 2025 by Neha Marda, Sumit Marda and Rahul Dokania, announced the launch of its first oral‑care offering, Phitku Mouth Paste. The product became available for purchase through the brand’s website on 16 August 2026 in a pack of two units.
Phitku Mouth Paste is positioned as an odour‑focused, whole‑mouth oral‑care formulation that departs from the conventional teeth‑first approach. It is SLS‑free and fluoride‑free and incorporates four key ingredients: potassium alum (Phitkari), Red Banana powder, Neem and Clove. Potassium alum is intended to control bacteria linked to oral odour, while Red Banana powder acts as a prebiotic to promote a balanced oral microbiome. Neem and Clove contribute to gum and overall oral health, and hydrated silica aids in cleaning and surface stain removal. The formulation targets the three oral zones—teeth, gums and tongue—to address breath odour at its source.
Co‑founder & Chief Product Officer Rahul Dokania explained that the product translates Phitku’s “eliminate, don’t mask” philosophy into a new category, emphasizing a holistic approach beyond merely adding another toothpaste to the shelf. Co‑founder Neha Marda reiterated the brand’s belief that personal care should address the root cause rather than mask it, urging consumers to view oral care more holistically. Co‑founder & CEO Sumit Marda added that the launch is not about becoming another toothpaste brand but about extending Phitku’s odour‑management expertise to breath odour.
The introduction of Mouth Paste expands Phitku’s portfolio, which previously consisted of its Alum Crystal Roll‑On deodorant, marking the brand’s entry into the oral‑care market while maintaining its core focus on functional, natural ingredients and modern formats.