Our Story – Better Bright

Long before entrepreneurship became fashionable, my sister Aashima Anand had already started building what would eventually become Bella Vita. In just a few years, it grew into one of India's most loved beauty brands, reaching millions of homes across the country.

Then life took her in a different direction.

She got married, moved to New York, and I stepped in to lead the business. On paper, it looked like the perfect transition. She had built an incredible company, found love, and started an exciting new chapter in one of the greatest cities in the world.

But there was one problem. She wasn't happy.

“Entrepreneurs don't know how to retire.”

You can remove an entrepreneur from a company, but you can never remove entrepreneurship from an entrepreneur. Even after moving halfway across the world, Aashima couldn't stop observing products, analysing brands, questioning experiences and imagining how things could be built differently.

Because entrepreneurship isn't a profession. It's simply who you become.

Around the same time, our younger brother, Krish Anand, was studying at RMIT in Melbourne.

Every few days, one of us would receive a call from him. The conversations almost always ended the same way.

"I don't think I'm meant to spend my life studying businesses. I think I'm meant to build one."

He wasn't unhappy with Australia. He wasn't unhappy with university. He simply felt that the classroom wasn't where he was supposed to be.

Then came a conversation that changed everything.

It was morning in New York and evening in Melbourne. Aashima and Krish happened to be on a video call while brushing their teeth.
Halfway through the conversation, they both stopped and laughed.

Despite living on opposite sides of the world, they were both using the exact same toothpaste.

Marvis. One in New York. One in Melbourne. The same premium oral care brand.

What began as a funny coincidence slowly became a two-hour brainstorming session.

Why had skincare evolved so dramatically over the last decade? Why had fragrances become more expressive? Why had beauty become more personal?

Yet every morning, billions of people still brushed their teeth using products that looked, felt and tasted almost exactly the same as they had twenty years ago.

“Why couldn't oral care be beautiful? Why couldn't it be aspirational? Why couldn't it feel luxurious without becoming unaffordable?”

Why couldn't India build an oral beauty brand that combined exceptional science, incredible flavours and world-class design while remaining accessible to millions?

Krish didn't sleep that night.

By sunrise, he had made one of the biggest decisions of his life.

He wasn't going to wait until graduation to become an entrepreneur.

He packed his bags, left university behind, boarded the next flight home and decided that real life would become his classroom.

Some people collect degrees. Others collect experiences. Both are valuable. But only one teaches you what it feels like to be responsible for every decision you make.

The moment he landed, Aashima became his mentor, his sounding board and the strategic force helping shape what this business could eventually become.

The idea had been born. Now it needed extraordinary people to bring it to life.

Ideas are exciting. Building products is much harder.

Neither Aashima nor Krish came from the world of oral care, and they were humble enough to recognise that.

At almost the same time, Prerna was meeting founders through Wolfpack Labs.

Two of them immediately stood out. Siddhant and Pranav.

They had built an extraordinary range of flavoured carbonated coconut water products. Technically, it was one of the most impressive beverage products we had come across. It was the kind of product that takes years of experimentation, persistence and scientific understanding to perfect.

Heavy taxation. Weak gross margins. Very little room to build a scalable business.

“Most founders become emotionally attached to what they've already built. Very few become emotionally attached to solving the biggest opportunity in front of them.”

So we asked them a question no founder ever wants to hear.

"What if you shut this company down… and started all over again?"

There was no drama. No ego. No resistance. Just remarkable clarity.

Sid and Pranav walked away from years of hard work, not because they had failed, but because they believed their talent deserved a bigger opportunity.

Wolfpack Labs backed the new venture.

Four founders. Four completely different strengths. One shared dream.

Looking back today, that may have been the bravest decision anyone made in this entire journey.

Most founders become obsessed with launching. These founders became obsessed with preparing.

Krish deliberately chose to become an intern before becoming a founder. He spent months learning inside FES Café and Rotoris, absorbing everything from branding and storytelling to community building, content creation and go-to-market execution. Not from books, but from customers.

Aashima immersed herself in understanding the global oral care market. She studied flavour preferences, packaging, pricing architecture, category expansion and consumer behaviour across different countries, slowly building the blueprint for a truly global Indian brand.

Meanwhile, Sid and Pranav quietly disappeared into product development.

For almost an entire year, they collaborated with some of the world's best formulation experts, obsessing over ingredients, testing countless iterations and refusing to compromise until they genuinely believed the product could compete with the very best oral care brands in the world.

“Nobody was chasing speed. Everyone was chasing excellence.”

That year of patience eventually became Better Bright.

Not just another toothpaste. A modern oral beauty brand.

India's first prebiotic toothpaste powered by Hydroxyapatite.

Science-backed formulations. Beautiful flavours. Thoughtful design. Accessible pricing.

Built on one simple belief:

“Luxury should never be defined by its price. It should be defined by the care, craftsmanship and thought that goes into creating it.”

This is where Prerna and I stepped back into the story.

After building multiple consumer brands over the years, one lesson has stayed with us.

“No advertisement will ever outperform a genuinely delighted customer.”

Performance marketing becomes more expensive every year. Algorithms change. Platforms change. Consumer behaviour changes.

Great products don't.

So instead of asking people to spend hundreds of rupees on a product they had never experienced before, the founders made a different decision.

Earn trust first.

The first SKU wasn't designed to maximise revenue. It was designed to maximise trials.

Five flavours. 15 grams each. An experience pack priced at just ₹295.

A simple invitation to discover premium oral care without the premium price.

“Sometimes the smartest marketing strategy isn't spending more money. It's making it easier for someone to say yes.”

This isn't really the story of a toothpaste.

It's the story of a sister who couldn't stop building. A brother who chose conviction over comfort. Two founders who were courageous enough to walk away from years of hard work in pursuit of something even bigger. And a team that spent a year sharpening the axe before attempting to cut the tree.

If this story resonates with you, I'd love for you to share it.

And if you believe India deserves products that can stand shoulder to shoulder with the world's best without carrying a luxury price tag. I hope you'll give Better Bright a try.

Because every great product has a story.

“Sometimes, the people behind the product are worth believing in just as much as the product itself.”

Here's to building. Here's to backing founders. And here's to believing that the next generation of global brands can proudly be built in India.