Oracura faces existential customs duty demand after 2023 HS code reclassification
D2C oral care brand Oracura, an Amazon India bestseller built since 2014 to challenge global incumbents, has been hit with customs duty recovery and penalties running into tens of crores following a 2023 import code change. Founder Sagar Awatade warns the demand could shut the business and has moved the High Court via writ petition.
Indian oral care D2C brand Oracura faces customs duty recovery and penalties worth tens of crores after a 2023 import code change. Founder Sagar Awatade says the demand could shut the business; writ filed in High Court.