In an exclusive interview with Raamesh Chandra, Editor of Indian Startup Times, I had the privilege of sitting down with the visionary behind Spicta, Kavita Yajnik, a company making waves with its groundbreaking solutions. Join us as I take you through this exclusive interview, where we’ll explore the inspirations, challenges, and triumphs that have shaped this remarkable entrepreneur’s journey.
Q: Can you tell us about the inspiration behind the name Spicta?
A: Certainly! The name Spicta is derived from mentha spicata, which is the scientific name for spearmint or mint. Mint is a core ingredient in every oral care product and offers many benefits for overall oral hygiene, including freshening breath and preventing cavities and gum infections. The brand blends science with modern flavours and premium ingredients to create an enjoyable oral care experience.
Q: What prompted you to start Spicta?
A: The idea stemmed from the realization that many Indians suffer from poor oral health due to a lack of access to high-quality oral care products. Existing products often contain harmful chemicals and abrasive ingredients. We saw a gap in the market for innovative, consumer-centric oral care products. We launched Spicta to provide safe, effective, affordable alternatives free from sulfates, peroxide, alcohol, and other toxins.
Q: When did Spicta launch, and what was the initial product lineup like?
A: We launched Spicta in late 2022 with two to three products and gradually expanded our portfolio to five. However, there were about six to eight months of prior research, including ingredient and flavour selection, to ensure the products met our standards.
Q: What sets Spicta apart from other oral care brands?
A: Spicta is the only brand in the Mass-Premium segment of Oral Care focusing on core categories of science- and nature-backed formulations, along with innovative and refreshing flavours. We are the front-runner in developing creative and category-first oral care products. Our Lemongrass Mint Tooth Foam is the 1st of its kind product in India. It has shown immense benefits for patients suffering from halitosis (bad breath), braces/orthodontic procedures, and even those who have recovered from specific medical treatments. We continue to invest in developing and launching new-age oral care products. Our most unique innovation is the flavours that we have selected for each product. All the products come in refreshing flavours & research-backed ingredients, guaranteeing an experience far superior to any other brand in India. Apart from this, every ingredient selected is backed by science & research. We have used ingredients like N-Ha (nano-hydroxyapatite) – a scientifically proven ingredient to help in enamel remineralization, Hyaluronic Acid, plant-based oils & extracts – like aloe vera, avocado, tea tree oil, etc that are clinically proven to improve oral health.
Q: How has Spicta’s journey been so far?
A: The journey has been rewarding, with positive consumer responses and strong customer loyalty. We’ve seen a high repeat rate, indicating that customers continue to use and explore our range once they try our products.
Q: How has Spicta approached sustainability in oral care?
A: We believe in sustainable oral care and have partnered with startups to achieve plastic and carbon neutrality. Through these initiatives, we recycle an equivalent amount of plastic and compensate for carbon dioxide emissions, supporting a cleaner environment.
Q: What significant obstacles have Spicta encountered, and how have you overcome them?
A: One major obstacle has been consumer awareness and oral care myths. We’ve addressed this through educational content on our social media, website, and podcast series to debunk myths and educate consumers about proper oral hygiene practices and product ingredients.
Q: How does Spicta differentiate itself from other herbal or natural oral care brands?
A: While other brands may claim to be herbal or natural, they often contain harmful chemicals like fluoride, SLS, and titanium dioxide. Spicta uses plant-based extracts and nanohydroxyapatite, providing consumers with a cleaner and safer alternative.
Q: What are Spicta’s mission and vision?
A: The mission of Spicta is to revolutionize oral care in India by providing safe, effective, and affordable products that prioritize consumer health and well-being. Our vision is to become the preferred oral care brand known for innovation, quality, and sustainability.
Q: How does Spicta ensure the quality and safety of its products?
A: Spicta follows stringent quality control measures at every production stage, from sourcing raw materials to manufacturing and packaging. We adhere to international standards and conduct thorough testing to ensure our products are safe and effective for consumer use.
Q: What key ingredients are used in Spicta products, and what benefits do they offer?
A: Spicta products contain natural ingredients such as mint, neem, aloe vera, and nano-hydroxyapatite. These ingredients offer a range of benefits, including antibacterial and antifungal properties, teeth whitening, enamel strengthening, and gum protection.
Q: How does Spicta approach innovation in oral care?
A: Spicta is committed to continuous innovation in oral care. We invest in research and development to identify new ingredients and formulations to improve oral health and provide a better user experience. Our goal is to stay ahead of the curve and offer cutting-edge products to our consumers.
Q: Can you share any upcoming products or developments that consumers can look forward to from Spicta?
A: We have multiple speciality & innovative oral care products in the pipeline, focusing on oral hygiene and experience. We are also looking to expand our current portfolio with new flavours & benefits. We are also working on quite a few NPDs. The idea is that we continue to invest towards expanding current product lines as well as develop innovative products which solve deeper oral care issues like halitosis, sensitivity, gum bleeding, and enamel erosion – more on the preventive & cosmetic side of oral care.
Q: How does Spicta engage with its customers and gather feedback for product improvement?
A: We have a dedicated customer support team that is available to assist customers with any queries or concerns they may have. We also actively seek feedback through surveys, social media, and other channels to better understand our customers’ needs and preferences. This feedback is invaluable and helps us continuously improve our products and services.
Q: In what ways does Spicta contribute to society and the environment beyond its products?
A: Spicta is committed to corporate social responsibility and environmental sustainability. We support various oral health education and awareness initiatives, especially in underserved communities. Additionally, we are actively working to reduce our ecological footprint through eco-friendly packaging and sustainable sourcing practices. We have also partnered with startups for Plastic and carbon Neutrality programs. These companies help us neutralize the plastic and carbon footprint generated in our product manufacturing, and we bear the entire cost for it.
Q: How does Spicta ensure its products are accessible to many consumers?
A: We follow an omni-channel distribution strategy. Although we started as a digital-first brand, we realized that oral care is a low-involvement category, and the products need to be available when customers need them the most. 95% of our revenue still comes from our website & marketplaces. However, we see good potential and growth in quick commerce, modern trade, and local supermarkets/Regional Modern Trade Stores.
