My Smile My Rules Story; A story that Inspires millions to smile!


Website – Mysmile

Founder – Dr Manasi Tripathy, Dr Prasant Tripathy

We all want to smile in our lives. Afterall it is one’s smile that makes life beautiful. Knowing how people are very considerable about their looks but having limited access to orthodontists, Dr Manasi Tripathy and Dr Prasant Tripathy came up with the idea of starting a platform that can make people smile!! Here’s a story that’s inspiring and beautiful!

About My Smile My Rules

My Smile My Rules is a platform operated by Smilexone Educare Pvt Ltd, based in Bhubaneswar, Odisha. Smilexone Educare Pvt Ltd was set up three years back. The platform is for both doctors and patients bridging the gap between specialists and general dentists using technology. This helps the common people avail special treatments in their nearby areas. Patients can choose among the wide number of dentists and consult them for your smile; treat your teeth. The specialists at the platform assist their patients right from treatment planning and mode of execution to the end of the treatment remotely.

The Founders

Dr Manasi Tripathy & Dr Prasant Tripathy are a dental surgeon couple and one of the successful entrepreneurs of Odisha. The couple is known for their management of a chain of dental clinics as well as a Dental academy. Their hardwork, skills and experience has bagged them with Times Health Icon Awards in year 2019 and The Times Best Dental Clinic Award consecutively for three years in a row. The couple came up with the Idea of starting a platform with the sole aim to introduce affordable and accessible dental treatments remotely.

The onset of pandemic and the platform of Start-Up India gave the Tripathy couple a huge opportunity to think out of the box. The couple worked tirelessly throughout the lockdown period to develop a few products and to provide innovative service.

The idea behind My Smile My Rules

The founders tell us that there are only 6000 Orthodontists in India who can correct the irregular teeth giving a beautiful smile to the patient with the help of braces and aligners. This is an insufficient number of Orthodontists for a country like India that has the world’s largest population in crores. This got the couple come up with an idea onboarding lakh of dental practitioners who are capable of providing specialized dental treatment under the remote guidance of orthodontists. And therefore, they launched a mobile and desktop application “Ortho Konnect” to connect the general practitioners with specialists anywhere in the world and reducing the gap of demand and supply. To do so, the team of My Smile My rules are banking heavily on technology along with the traditional approach to train doctors without compromising on the quality of patient care.

The idea further led the Tripathy masterminds to come with another initiative to indigenously develop high-end dental equipment and dental software under the mentorship of Software Technology Park of India. 

Interestingly, on of their ideas in the AI technology has lately been shortlisted out of hundreds of applicants for “NEURON”- An STPI CoE in AI, Data Analytics, IoT & Audio-Visual Gaming Open Challenge Program (OCP).

Success of My Smile My Rules

Till the onset of Pandemic, the founders have trained around 100s of doctors. However, they are now ready to train a few thousand doctors in every nook and corner of India with the help of technology. The founders mention that any innovative idea that can solve people’s problems means a huge success to the company. And therefore, they have been constantly working on introducing innovating solutions that can treat lakhs of people easily. The company is successfully operating in Odisha, Chhattisgarh and Assam and would soon be extending to East and North-East states of India and Bangladesh. The company is further focusing on collaborating with companies from France and Germany. The couple has successfully been operating the company through loans from banks and are in talks with angel investors and strategic partners from some European countries.

Challenges faced by My Smile My Rules

The big MNCs are the biggest challenge to this startup concerning the pricing and marketing strategies. Secondly, bringing in the right talent especially people having experience in AI technology and developing high-end dental equipment locally is another challenge My Smile faces. Lastly, bringing in affordable solutions in the market with high end technology posses a huge challenge to the company. The founders are confident to overcome these cahllanges and soon become market leaders of their business.

Other related platforms by Smilexone Educare Pvt Ltd

Ortho Initia is a learning initiative to provide on-site and online training to general dental practitioners to help them to provide correction of irregular teeth to their patients.

Ortho Konnect is a unique mobile and desktop application.

My Smile My Rules is a portal for patients looking for correction of their irregular teeth through Orthodontic treatment. Doorstep treatment service can be provided through the portal.

Aestheticalign is a clear and transparent dental aligner made in India with technological collaboration from Germany & the USA. It would be the most cost-effective dental aligner system.

EZ Braces is another product meant for doctors. This product would be able to make the task of the doctors in providing conventional braces to their patients.

SCAN D is a scanning on-demand service to be available for the doctors as well as the patients. It’s a service to record the details of the patient’s mouth with the help of high-end intraoral scanners from France. 

What inspired you to start this company?

We launched this company with the sole intention of bridging the gap between demand and supply especially in the dental industry and to make the expensive dental treatments affordable and accessible for common people and for those who are living in the interior parts of the country.

When did you start your business?

Three years back we incorporated the company Smilexone Educare Pvt Ltd, but the onset of pandemic and the platform of Start-Up India gave us a huge opportunity to think out of the box and we worked tirelessly throughout the lockdown period to develop a few products and to provide innovative service. Till the onset of Pandemic, we had trained around 100s of doctors but now we are ready to train a few thousand doctors in every nook and corner of India with the help of technology.

What does success mean to your company?

If our innovative idea can solve the problem then it would be a great success for us.

How are you performing currently?

We have started the operation in 3 states namely Odisha, Chhattisgarh and Assam. Our main focus is on the East and North-East states of India and Bangladesh. We have collaborated with companies from France and Germany.

What is the biggest risk to your company?

We don’t have any competition so far as the entire business model is concerned but we have to face challenges from big MNCs regarding some of our products as our product pricing. marketing strategy would be a market disruptor and idea would be a game changer for the dental industry.

What are your plans for the funding?

Till now we have been funding it on our own and through bank loans but now we have started discussing with angel investors and strategic partners from some European countries.

What is the biggest challenge you faced during your start-up setup?

In the initial days, many people laughed at our ambitious plans but after watching our developments and well acceptance of the concept by the doctors and patients now those same people have started talking positively and are offering their support.

Getting the right talent especially people having experience in AI technology and developing high-end dental equipment locally would be another challenge. We are confident we could overcome these challenges.

What does growth mean to you and your business?

We don’t want our business model to be confined to India only – we are eyeing the SAARC countries as well as other developing countries.

How does your product stand different from others in the market?

Made in India products with a highly affordable price for the end-users and with the right marketing strategy are enough to create a new market for our products. Rather than competing against the existing market players, our products create a whole new market for themselves.

Where are your start-up services spread?

Odisha, Assam and Chhattisgarh. Soon we will be launching it in West Bengal and other North-Eastern states.

What does it feel like to be the founder of your start-up?

It’s a great journey. Of course, our entrepreneurship skills are there since our college days when we thought about concepts like e-commerce and online consultancy in the year 1998, whereas those terms were unheard of in India during that time.

How does it feel getting up every morning and getting on to work?

Many days we didn’t have to think about getting up in the morning as our passion and excitement encouraged us to spend sleepless nights, especially during the lockdown period.

Where do you see your business standing in the next 5 years?

Five years down the line it would be a great Start-Up company in the dental industry.

Who supports you to stand this business and how?

Some of our patients who are successful in their respective fields have motivated us and the turning point was our chance encounter during our Europe trip with a very successful management person named Marco Gadola from Switzerland and a very successful renowned doctor as well as entrepreneur Dr. Shahvir Nooryezdan. We have learnt a lot from them and we always look up to them for inspiration.

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