These words by American lyricist and writer Martin Chamin couldn’t be truer. Being well-dressed today isn’t limited to designer clothes or luxurious accessories, it’s about flaunting your beauty inside out. And while skincare may be the latest buzzword, oral beauty is still catching up. With only a handful of sustainable brands in the space offering best-in-class formulations at par with international FDA and dental associations’ regulations, there was a need for a breakthrough. That’s where Salt Oral Care fits in.
Founded by Karan Raj Kohli and Viraj Kapur—also partners in production firm Manor Rama Pictures—the brand attempts to find a sweet spot where oral health meets self-care. The duo, who are big-time globetrotters, always found themselves carrying toothpaste and brushes back home from their travels abroad. “When we were casting for a series, we were confident about an actor but unfortunately the platform refused him due to his smile and teeth. It was a turning point that made is realise how neglected smiles in general are,” shares Viraj with ELLE India.Today, Salt Oral Care stands out as India’s first dentist-curated brand, developed with insights from daily dental practice and years of dental experience. “Our mission is to create safe and effective oral care products using the best ingredients while also focusing on our humanitarian goals of preserving Mother Nature. We believe in being plastic-free as far as possible and have taken actionable steps to avoid any single-use plastic with our products,” adds Karan. But it’s also their personal journeys that have shaped the brand into what it is today.
A Passion For Health And Wellness
It’s safe to assume that Karan’s association with the Moti Mahal Delux family that made butter chicken a worldwide phenomenon would have turned him into a hard-core meat lover. On the contrary, he confesses that being surrounded by so much food led him to adopt vegetarianism. And now, he’s a proud vegan. “My dad calls it a ‘curse’ because he’s been feeding non-vegetarian food to people. But I think belonging to this lineage also drove me to love animals and eventually turn vegan. For me, the movement of Salt being sustainable and vegan is so important because of my roots. There has been so much learning…I feel that my childhood and the food that I was brought up with has a lot to do with the change I want to bring about,” shares Karan. “I want to create a legacy of my own that is vegan and sustainable.”
For Viraj, his early years were spent juggling academics and extracurriculars like most kids. Interestingly, he enjoyed being a geek and gravitated towards the arts, excelling in it. Unlike stereotypical toppers, he was an extrovert and liked by his peers. As he got older, he was diagnosed with acute Glomerulonephritis and put on life support. Curing that through intensive care, Viraj realised the importance of health and wellness. He wanted to shed his scrawny image and become more athletic. “I took a keen interest and expanded my interests to Choi Kwang Do and got myself a trainer. Thus began my journey into fitness and later beauty. I realised that the key to well-being is not just nutrition, haircare, skincare and nails but also your teeth which are the most underrated,” he says. It is this drive for well-being that binds the two, making them strive to make high-quality products under Salt.
Travel, The Biggest Inspiration
But other shared interests have also strongly influenced the ethos of the brand, travel being the most important.
Karan believes that his global explorations have greatly influenced the brand’s identity, especially when it comes to packaging. “Salt’s packaging meets the highest international standards, reflecting the premium quality of our products. While our pricing is about 20% higher than some competitors, it is a deliberate choice to ensure our customers experience superior quality. We are committed to offering the best and that’s something we won’t compromise on,” he shares. “We don’t want to use regular plastic material with faded fonts and that’s not the ethos of the brand. The brand is about having the correct formulations and aesthetic so that it’s a step ahead. It’s not just oral care but oral beauty,” adds Karan.
Being well-travelled has helped them, believe the duo, who are all set to enter the markets of the US, UK and UAE. Living in the West also helped in gaining education and awareness around oral care, an area that was much neglected on homeground. “While I was studying in London a decade ago, everyone was using electric toothbrushes which wasn’t a phenomenon in India. We would use it there but not when we came to India,” recalls Karan, adding that his time there helped him understand the need to upgrade oral care,” says Karan.
The Role Of Cinema
Karan and Viraj met in Mumbai in 2013 through friends. The hunger to create something meaningful of their own was strong, which led them to launch Manor Rama Pictures in 2015. They also call themselves ‘TV-obsessed’, which made it easier to bond. “It was an exciting time where storytelling was about to take off in the form of OTT, which gave us the freedom to explore long format progressive, modern-day themes unlike television was able to back then,” says Viraj. “As a producer, I finally got to marry my creative and entrepreneurial sides.” Through their production house, the duo strives to share heartwarming stories that instil hope.
“We want to be able to tell entertaining stories that are socially relevant. If we can hold our audiences to initiate any kind of dialogue, our purpose as storytellers would be fulfilled,” adds Viraj. While being passionate about cinema is one side of the story, Karan believes filmmaking has also taught them to handle a brand and scale it. “We all know that cinema is one of the toughest industries to get into. People from all over the country head to Mumbai to make their dreams come true. Starting from scratch helped me learn so much about how companies can function. These same learnings have been applied to Salt,” he says.
To A Bright Future
It’s only been a year since Salt Oral Care was born but the founders have already made a mark. “Our philosophy emphasises purpose over trend, and we continually strive to innovate our offerings to align with the evolving needs of our customers,” says Karan. “While we aspire to lead the market, our primary focus remains on effecting genuine change in the lives of our users.” Some of the brand’s cutting-edge innovations include the Savant Gum Protection Mouthwash formulated to strengthen and protect gums and the Balance Alkaline Probiotic Mouthwash for a balanced oral environment, reducing the risk of cavities and gum issues. In addition, the Cinnamint diabetic-friendly toothpaste features safe ingredients that support oral health without impacting blood sugar levels.“Salt has truly redefined the oral care industry, transforming a routine task into an engaging and enjoyable experience.
Our vision for the future is centred around launching thoughtfully developed, research-driven products that address specific oral care challenges faced by individuals everywhere. We are committed to creating solutions that not only meet needs but also promote overall well-being,” highlights Karan. That’s not all. Seeking to diversify their offerings, the duo is keenly studying the health, fitness and beauty market. “We have faith in Ayurveda and its secrets. I would like to introduce ayurvedic formulations in an easy-to-use, natural, and fun way only for men as men’s beauty is another niche that hasn’t been explored correctly,” concludes Viraj.
Photographer: Andrew Kimber; Hair and Makeup: Marisa Tipkanok; Production: Kimber Studio London; Creative and Fashion Direction: Karan Raj Kohli & Viraj Kapur
