I would like to be very specific about our ask, the issue, and the intent behind the post.
Systems do not have sympathy. People do.
Our concern is not only the outcome of the process, but also the uncertainty around timelines. Businesses can’t scale, invest, hire, and grow when outcomes may take 3, 5 or even more years to materialize.
The purpose of the post is not to target any individual, institution, or system. It is simply a request to help expedite a matter that has already been pursued through the proper channels.
Our mission is larger than selling products. We are working to build healthier oral care habits in India.
To address this industry-wide issue, we have already taken multiple steps:
• On 31 December 2024, we physically visited Parliament and met the Customs Department to explain the issue, along with the co-founders of Perfora. This was followed by official letters, emails, and representations.
• Over the past year, I have actively used public platforms, especially X, to promote oral health awareness and scale awareness around preventive oral care. At no point has there been any intention to use social media influence against any individual or institution.
• Following representations made to the authorities, a Show Cause Notice was issued in November 2025, followed by a final order in February 2026.
• We have challenged this order through a writ petition before the High Court.
• The dental trade body ADITI has also submitted representations seeking resolution of the common classification issue impacting the industry.
• Since the water flosser category is still small and lacks a formal industry association, we submitted a joint industry representation through the dental trade body ADITI.
We understand that no one has control over the outcome or timelines of a High Court proceeding.
However, the pending industry representation before Customs can certainly be reviewed and addressed faster.
Today, every player in the water flosser category is operating under uncertainty. Imports are continuing under provisional assessment, while businesses remain unsure about future liabilities and classification outcomes.
In our case, the order considers a duty differential covering the past five years. No growing company has the ability to suddenly absorb retrospective duty demands, interest, and penalties for five years. The order also extends to me and team members.
Behind this issue are nearly 100 direct and indirect livelihoods of Oracura, all working with the same ambition to build a global Indian oral care brand.
Our request is simple:
Please help bring certainty to the process.
Our industry representation seeks:
• Issuance of a tariff clarification/notification.
• Waiver of retrospective duty demands.
• Interim relief on ongoing proceedings and recoveries until final clarification is issued.
Once again, this is not about seeking special treatment.
It is about avoiding years of uncertainty for an emerging industry.
Because while systems may not have sympathy, people do.
I have 4 fake teeth,
2 root canals,
and more than 12 teeth with fillings!
For 20 years, I dreaded every dentist visit.
Then a machine I ordered from the US
became a ₹1Cr business in 2 years.
This is the most personal story I'll ever tell:
@SagarAwatade Shri Sagar Awatade ji , it is again requested to share details of your company like name, GSTN, IEC etc. so that your issue can be addressed.
@SagarAwatade Fully supporting you in your endeavours. Empathise with you and painstaking efforts to build a quality product. Sharing this on my TL as a responsible journalist to ensure it does shake-up the system.
I don't know who else to tell this to, so I am going to tell my story here.
Every day is a struggle for a young business, but the last few months have been harder than usual.
We are a small Indian company. For more than ten years we have been building a homegrown brand in a product category dominated by big foreign players.
There are almost no Indian names in this space. We set out to be one.
We started in 2014. Over the years we began making parts in India instead of just importing, and we started selling in the US, Dubai, Nepal, Malaysia and South Africa.
We showed up at global trade fairs to represent an Indian brand on the world stage.
In 2023 we changed the import code we use for our product. We did not do this quietly. Every shipment was declared. Nothing was hidden. We didn't invent our approach.
We followed written professional advice and the way this product is treated in markets around the world.
And now we are facing a government demand running into tens of crores in duty recovery and penalties, plus personal penalties on the founders and even on an employee.
For a company our size, this is not a fine we can pay and move on from. This ends us.
We have not run from any of this. I am not built like that. It is not how I was raised. We have written to the authorities, met officials in person, and we have now filed a writ in the High Court.
All we are asking for is a fair treatment.
I set out to build in India and sell to the world. I am asking only that the system back honest founders trying to compete globally, instead of breaking them.
The process is the process, and it exists for a reason. But process should not feel like punishment.
From where I am standing today, it does.
I am not giving up. I have worked too hard for this. If you have read this far, please share it. If you know someone who can help, point them my way. Help me get the word out.
भाजपा शासित राजस्थान में @CJP_2029 के संस्थापक @abhijeet_dipke पर हुआ हमला यह बताता है कि देश के प्रधानमंत्री देश के Gen Z से बहुत बुरी तरह से डरे हुए हैं!
लगता है शिक्षा माफिया धर्मेंद्र प्रधान के पास पीएम के कुछ राज है इसलिए मोदी जी उनका इस्तीफा नहीं ले रहे!
@Cockroachisback
For some grade A jealous fools making unnecessary controversy over a jersey.. tagging bcci, apollo tyres, etc 🥸.. this is the simple story...
A young man travelled from Sikkim to Jantar Mantar and gave this jersey to Abhijeet Dipke..'bhai ye tumhare liye leke aaye hum'...
he wore it then and also said I will keep wearing it..
Kitne velle aur jalankhor ho bhai 🥸
🚨Anthropic just showed a 24-minute workshop on how to actually do prompts for Claude.
Taught by the people who built it.
Free. No registration. No paywall.
I've seen $300 courses that don't cover what they teach in the first 8 minutes.
Watch it and bookmark it now.
This is big!
Our team has taken the obvious next (but tough to execute) step in AI-adoption: Transforming a live software system to an agent. Not a wrapper, not an additional chatbot.
Here's how you can do the same. Teams/devs in India working on agents will find this useful.
Abhinay Sir
"Yesterday Anajana ran a fake news about Iran & the embassy had to debunk it & slammed Indian Media
These journalists are the reason why Democracy is dead,4th pillar has totally collapsed in India
We hav to hold them accountable"
This Media is a curse to Nation
Epstein File से बचने और दोस्त अडानी को बचाने के लिए मोदी ने देश का स्वाभिमान ट्रंप के हाथों गिरवी रख दिया। अमेरिका द्वारा तीन जहाजों पर हमले और तीन भारतीयों की हत्या पर मोदी की खामोशी उनकी कायरता का सबूत है।
#शर्म_Proof_MODI
#WATCH | AAP national convener Arvind Kejriwal says, "...I have been told that elections (in Punjab) will be held in November, and not February. So, it's only four months to elections. All of us have to do just one thing now - make Bhagwant Mann the CM once again...This has to be done because several CMs and ministers came to power in Punjab in the last 75 years. But never did such an honest CM come to power here. All CMs had allegations against them...But in last 4 years, not even one scam allegation came against Bhagwant Mann..."