Phitku, a personal care brand renowned for its innovative approach to body odour, has announced its entry into the oral care market with the launch of Phitku Mouth Paste. This new product exemplifies the brand’s commitment to its philosophy of “Eliminate. Don’t Mask.”, aiming to provide a comprehensive solution for breath odour.

A Holistic Approach to Oral Hygiene

Phitku Mouth Paste is designed as a whole-mouth oral-care formulation. Unlike traditional products that focus predominantly on teeth, this innovative offering addresses the entire oral environment, including teeth, gums, and tongue. The formulation is particularly tailored to improve odour and freshness, challenging the conventional emphasis on surface cleaning alone.

At the core of Phitku Mouth Paste is Phitkari, or Potassium Alum, an ingredient already linked to the brand’s existing deodorant line. This component aids in controlling bacteria associated with unpleasant oral odour, effectively connecting the brand’s experience in body odour management to its new focus on oral freshness.

The Mouth Paste comprises four distinctive ingredients: Phitkari, Red Banana, Neem, and Clove. This combination is designed to target the overall oral hygiene experience, further supporting the brand’s holistic approach.

Targeting Key Areas of Oral Health

Phitku’s whole-mouth approach encompasses three critical areas: teeth, gums, and tongue. Hydrated silica is integrated to aid in cleaning and removing surface stains. Meanwhile, the inclusion of Phitkari, Neem, and Clove supports gum care and overall oral health. The formulation also specifically addresses the tongue, an area often overlooked, due to its role in harbouring odour-causing bacteria.

Additionally, Red Banana Powder acts as a prebiotic, promoting a balanced oral environment. This holistic approach allows Phitku to extend its philosophy beyond merely maintaining dental aesthetics, addressing breath odour as a core concern in oral hygiene.

Founders’ Insights on Product Development

Rahul Dokania, Co-founder and Chief Product Officer, stated, “Developing Mouth Paste was about translating Phitku’s odour-first philosophy into a completely new category while staying true to what the brand embodies. We have concentrated on a formulation that considers the teeth, gums, and tongue, aiming to create an everyday oral-care product that effectively rethinks breath odour management.”

Neha Marda, Co-founder, expressed the brand’s commitment to addressing concerns at their source: “With Mouth Paste, we aimed to broaden the conversation around oral care, which has traditionally focused on teeth alone. Our belief is that care for the mouth should encompass more than just the teeth, and this formulation encourages consumers to adopt a more comprehensive approach to oral hygiene.”

Sumit Marda, Co-founder and CEO, noted the brand’s vision for entering the oral care sector: “Our entry into this market was not about becoming another toothpaste brand. Instead, we aimed to leverage Phitku’s existing strength in odour management to develop Mouth Paste, thereby prompting consumers to rethink their views on oral care.”

Product Details and Availability

Phitku Mouth Paste is formulated to be SLS-free and fluoride-free, positioning itself as an odour-focused alternative to conventional toothpaste. It aims to tackle odour at its source rather than merely masking it with scents.

The product is available in packs of two on the brand’s official website, having been released on August 16, 2026. This marks a significant expansion for Phitku, which was founded on January 16, 2025, by Neha Marda, Sumit Marda, and Rahul Dokania, who aimed to rethink daily hygiene through the use of functional ingredients and modern formats.

Long or Short, get news the way you like. No ads. No redirections. Download Newspin and Stay Alert, The CSR Journal Mobile app, for fast, crisp, clean updates!

App Store – https://apps.apple.com/in/app/newspin/id6746449540

Google Play Store – https://play.google.com/store/apps/details?id=com.inventifweb.newspin&pcampaignid=web_share