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Building @ORACURA
The Entrepreneur
Sagar Awatade is a resilient and determined entrepreneur passionately building Oracura, navigating complex challenges in the MedTech and dental care industry with grit and innovation. He actively engages his audience with authentic updates from the frontline of startup battles and shares milestones with candor and optimism. Sagar embodies the spirit of a hands-on founder who refuses to back down, persistently driving growth despite regulatory and operational hurdles.
Top users who interacted with Sagar Awatade over the last 14 days
Sagarās dedication is so intense that if fighting bureaucracy was an Olympic sport, heād have a gold medal, a custom toothpaste designed just for callused thumbs from tweeting, and maybe a personal fan club of Customs officers...who secretly root for him.
From bootstrapping to breaking into international markets with over 50,000 oral care products sold globally and securing government-supported international exhibitions, Sagarās proudest win is building Oracura into a trusted brand tackling regulatory giants without losing his entrepreneurial spark.
His life purpose is to pioneer accessible, high-quality oral care solutions in India and beyond, while pushing industry boundaries to establish clearer regulatory frameworks that enable startups like his to thrive sustainably.
Sagar believes in transparency, perseverance, and constructive dialogue with authorities rather than vocal venting alone. He values innovation, self-reliance (bootstrapped growth), and the power of community support for startups.
His greatest strengths lie in unwavering resilience, deep industry insight, and a proactive approach to problem-solving that combines persistence with strategic engagement on social media and with official channels.
However, his intense focus on operational details and ongoing battles can sometimes limit his ability to delegate or scale activities that would amplify his personal brand and audience growth on platforms like X.
To grow his audience on X, Sagar should balance detailed business transparency with more bite-sized, emotionally engaging content and storytelling that highlights personal wins, challenges, and behind-the-scenes moments. Using interactive polls or follower shout-outs, especially tied to giveaways like the one he runs, can boost engagement and follower loyalty.
Fun fact: Sagar once faced detention at the DRI office during a prolonged customs dispute yet remained unbowedāturning what could have been a setback into a story of steadfast perseverance.
Top tweets of Sagar Awatade
I have been running Oracura in India for more than 8 yrs. We relied on imports, and in the last 3 years started working on localization. That means customs has always been part of our daily operations, with many challenges along the way. Our 8L+ bank guarantee has been stuck with Air Cargo Customs for 18 months. Goods that were already cleared by customs were later seized at our warehouse, even though inspected at clearance. We appealed, but the case has been ongoing for 18 months. Since we hold a major market share, Oracura has been heavily affected. But this isnāt just our problem, itās an industry issue, and globally too the classification of water flossers is disputed. For this classification issue, I was personally detained at the DRI office without sleep, under pressure, and with repeated summons over 3 months. It was tremendous pressure. But we didnāt bend or pay anything, and even after 18+ months, things are moving forward. This is no longer an Oracura issue, itās recognized as a common industry challenge. We realized later that if we had taken an advance ruling before imports, this issue might not have happened. Along with competitors, we approached CBIC in Delhi and the TRU unit. Thereās still no solution, though shipments are now getting cleared without major hurdles. As per customs rules, EPR certificates are mandatory for imports (battery, PCB, and plastic). Our shipments were stuck once, and we had to pay extra to get them cleared faster. But we kept moving in a positive direction. Weāre a bootstrapped company, running fully on bank limits with tight margins. Sometimes it feels easier to deal with customs than banks. But we canāt stop, we have to keep going on both sides. Iāve been fortunate to travel across most parts of the world, over 30 countries and many cities, including few years of job tenure and 8 years of business travel for factory visits, inspections, expos, and partner meetings, along with personal tours. I can say with confidence: issues exist internationally too. Every country protects its own interests, and that doesnāt always mean corruption. If we call it corruption, then it exists everywhere. As startups, weāre also facing income tax exemption issues with DPIIT, which CBDT hasnāt recognized. For the last two years, weāve been paying MAT 18% instead of getting exemptions. Still, we continue moving ahead seeking solutions. Now BIS regulations are another challenge, with no clear guidelines across departments. Weāre taking it step by step to find a way forward. On the positive side, Oracura has received valuable support too. We got an opportunity through DPIIT to participate in the Dubai North Star show 2024, where export orders started from Dubai and South Africa without spending on participation. Oracura has also been selected as a MedTech startup for IEC GM 2025 in Delhi, with booth participation and fabrication costs fully covered. Iām sure many more such opportunities will come. I wanted to highlight this positive effort from GOI, Customs, and DPIIT in supporting startups. Weāve raised issues not only on X but also through official visits and written applications. Thereās still no resolution, but we continue to follow up without stopping. India is a growing country, and such challenges are part of the journey. I believe the right approach is through industry associations, official letters, constructive dialogue with departments, and then raising our voice as loud as possible. Thatās how solutions will come. I understand the pain points and align with the current situation, but venting alone wonāt give results. This isnāt to demean anyone. My point is simple: we must keep moving, keep raising our voice, and keep knocking until things improve. Thatās the only way forward. Refer my previous post on the same day of GST revision across India: x.com/sagarawatade/sā¦
Hustle at Oracura Monday motivation in full swing š - Current stock sale valued at almost ā¹15 Cr - Enough to cater to 10 lakh+ users improving their oral health - Driving online operations, packaging, storage, assembling & more - Plus, specialized areas we canāt photograph yet š„¹ future oral care innovations in the making! All credit goes to our amazing team š As a founder, our mission is not just chasing the ā¹100 Cr mark with a positive bottom line, but also making @ORACURA Indiaās No.1 oral care brand in the coming years with the credit of creating the water flosser category, which today drives Amazonās oral care segment with all efforts by Amazon team and our team! šŖāØ Always upward and forward from here!
Most engaged tweets of Sagar Awatade
I have been running Oracura in India for more than 8 yrs. We relied on imports, and in the last 3 years started working on localization. That means customs has always been part of our daily operations, with many challenges along the way. Our 8L+ bank guarantee has been stuck with Air Cargo Customs for 18 months. Goods that were already cleared by customs were later seized at our warehouse, even though inspected at clearance. We appealed, but the case has been ongoing for 18 months. Since we hold a major market share, Oracura has been heavily affected. But this isnāt just our problem, itās an industry issue, and globally too the classification of water flossers is disputed. For this classification issue, I was personally detained at the DRI office without sleep, under pressure, and with repeated summons over 3 months. It was tremendous pressure. But we didnāt bend or pay anything, and even after 18+ months, things are moving forward. This is no longer an Oracura issue, itās recognized as a common industry challenge. We realized later that if we had taken an advance ruling before imports, this issue might not have happened. Along with competitors, we approached CBIC in Delhi and the TRU unit. Thereās still no solution, though shipments are now getting cleared without major hurdles. As per customs rules, EPR certificates are mandatory for imports (battery, PCB, and plastic). Our shipments were stuck once, and we had to pay extra to get them cleared faster. But we kept moving in a positive direction. Weāre a bootstrapped company, running fully on bank limits with tight margins. Sometimes it feels easier to deal with customs than banks. But we canāt stop, we have to keep going on both sides. Iāve been fortunate to travel across most parts of the world, over 30 countries and many cities, including few years of job tenure and 8 years of business travel for factory visits, inspections, expos, and partner meetings, along with personal tours. I can say with confidence: issues exist internationally too. Every country protects its own interests, and that doesnāt always mean corruption. If we call it corruption, then it exists everywhere. As startups, weāre also facing income tax exemption issues with DPIIT, which CBDT hasnāt recognized. For the last two years, weāve been paying MAT 18% instead of getting exemptions. Still, we continue moving ahead seeking solutions. Now BIS regulations are another challenge, with no clear guidelines across departments. Weāre taking it step by step to find a way forward. On the positive side, Oracura has received valuable support too. We got an opportunity through DPIIT to participate in the Dubai North Star show 2024, where export orders started from Dubai and South Africa without spending on participation. Oracura has also been selected as a MedTech startup for IEC GM 2025 in Delhi, with booth participation and fabrication costs fully covered. Iām sure many more such opportunities will come. I wanted to highlight this positive effort from GOI, Customs, and DPIIT in supporting startups. Weāve raised issues not only on X but also through official visits and written applications. Thereās still no resolution, but we continue to follow up without stopping. India is a growing country, and such challenges are part of the journey. I believe the right approach is through industry associations, official letters, constructive dialogue with departments, and then raising our voice as loud as possible. Thatās how solutions will come. I understand the pain points and align with the current situation, but venting alone wonāt give results. This isnāt to demean anyone. My point is simple: we must keep moving, keep raising our voice, and keep knocking until things improve. Thatās the only way forward. Refer my previous post on the same day of GST revision across India: x.com/sagarawatade/sā¦
Thanks @narayananh for the nudge š @albinder time to shower some love on @oracura š Excited to rock on Instamart soon. We see Q-commerce becoming the next Amazon for India! Today, we do upwards of 3Crs/month on Amazon. Tomorrow, we aim to cross that on Quick Commerce with toothpaste, an electric toothbrush, and water flosser š And yes ā some interesting new launches coming soon!
Hustle at Oracura Monday motivation in full swing š - Current stock sale valued at almost ā¹15 Cr - Enough to cater to 10 lakh+ users improving their oral health - Driving online operations, packaging, storage, assembling & more - Plus, specialized areas we canāt photograph yet š„¹ future oral care innovations in the making! All credit goes to our amazing team š As a founder, our mission is not just chasing the ā¹100 Cr mark with a positive bottom line, but also making @ORACURA Indiaās No.1 oral care brand in the coming years with the credit of creating the water flosser category, which today drives Amazonās oral care segment with all efforts by Amazon team and our team! šŖāØ Always upward and forward from here!
Oct 2025 month at @ORACURA was roller cost ride! - Order scaled by 50% & AOV dropped at website - Platfrom ZOP, CRED and FK did unexpectedly well - Amazon as usual at leading position in overall numbers - Q-comm channels stared moving forward - Dental channel didnāt do well and time to push more next month - Working actively towards streamlining online systems + monthly business parameters - Connecting & onboarding great minds - Support Team was fully occupied & loaded with customer operational challenges - Joy of few key team members crossing 5 and 8 years working with us - Assembly line and Packaging team stretched working hours through out the month. - Logistics partner ride was unexpected and unplanned (literally fat gayi) - Healthy cashflow with non stop pressure - Still searching & figuring out positive thin bottom line Next month challenge & task for us: Shifting our current premises to better space with dedicated area assigned for - parts/raw material storage - Assembly line with QA - RVP/Demo/Sample space - Scrap/wastage area - Ready goods space - Packaging line - Dispatch/Logistics zone - admin space If you have any connect or lead of heading above task (plant head) at Navi Mumbai from D2C standpoint, do connect.
This is what privilege looks like for a D2C brand, improving the oral health of credit card users across India at the lowest price of the season! āØ ORACURA is now live on CRED šā¤ļø Shining on the front end store, part of the Coin Rush game, and powered by a healthy backend, it all looks promising. Donāt miss exploring us on @CRED_club this festive season! š A Sunday well spent, with a promising Monday ahead. š«
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