Launch Overview

Phitku, a New Delhi‑based personal‑care brand known for its body‑odour solutions, announced the entry into the oral‑care category with the launch of Phitku Mouth Paste. The product is positioned as an odour‑focused, whole‑mouth oral‑care formulation that departs from the conventional teeth‑first approach.

Product Composition

The Mouth Paste combines four distinctive ingredients: Phitkari (Potassium Alum), Red Banana powder (Musa Acuminata Fruit Powder), Neem, and Clove. Phitkari targets bacteria linked to oral odour, while Red Banana powder serves as a prebiotic to promote a balanced oral microbiome. Neem and Clove contribute to gum and oral health. Hydrated silica is included to aid cleaning and surface stain removal. The formulation is SLS‑free and fluoride‑free, reinforcing the brand’s philosophy of eliminating odour rather than masking it.

Market Positioning

Phitku Mouth Paste is marketed as a whole‑mouth product that addresses the teeth, gums, and tongue, emphasizing breath‑odour management and oral freshness. The launch challenges the traditional toothpaste market by focusing on the broader oral environment rather than solely on teeth.

Founder Statements

  • Rahul Dokania, Co‑founder & Chief Product Officer, said the product translates Phitku’s odour‑first philosophy into a new category while staying true to the brand’s core values.
  • Neha Marda, Co‑founder, highlighted the belief that personal care should address the source of a concern, urging consumers to view oral care holistically beyond teeth.
  • Sumit Marda, Co‑founder & CEO, emphasized that the move into oral care is not about becoming another toothpaste brand but about extending the brand’s odour‑management ethos to breath odour.

Availability and Packaging

Phitku Mouth Paste is sold in a pack of two units and became available for purchase through the brand’s official website on 16 August 2026.

Company Background

Phitku was founded on 16 January 2025 by Neha Marda, Sumit Marda, and Rahul Dokania. The brand’s portfolio originally included the Alum Crystal Roll‑On deodorant, and the Mouth Paste represents its first foray into oral‑care products.

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