Global Ambitions Made In India: The Prevest DenPro Story

Prevest DenPro, already a pioneer in India and globally recognized dental materials brand, has set its sights on the lucrative dental consumer market.

By Danny Chan

In the pulsating heart of India’s healthcare industry, Prevest DenPro Limited offers a shining example of foresight, resilience, and steadfast dedication. Founded in 1999 by the indomitable duo, Mr. Atul Modi and Mrs. Namrata Modi, this family-run venture has evolved from humble beginnings to become India’s first public-listed dental materials manufacturer with a massive global footprint.

Pioneering Vision: Setting Industry Standards at Prevest DenPro

At the helm of this transformative journey is Mr. Atul Modi, a graduate Mechanical Engineer with a 35-year track record in successfully managing diversified businesses. His fingerprints are ingrained in every facet of Prevest DenPro’s rise, from steering product development to establishing robust manufacturing and quality control departments.

Prior to founding Prevest DenPro, Mr Modi had been engaged in a chemical business venture. Circumstances necessitated the closure of that enterprise, prompting him to seek fresh opportunities.

“I decided to explore a new business line with a global market and less competition,” Mr Modi recounts.

“While searching for new opportunities, I came across an institution in India with developed dental products. Their research indicated a significant demand for dental products in India, and I saw an opportunity to fill this gap. We began our foray into the dental industry with the manufacturing of dental stone, a gypsum product.”

The overwhelming reception to their maiden product prompted Prevest DenPro to diversify into the manufacturing of alginate impression material and investment casting materials. Mr. Modi spearheaded the product development efforts, assembling a research team comprising retired scientists. 

Within the initial five years of operation, the team successfully developed 25 products. Over the subsequent two decades, the company’s dedicated research and development center facilitated the creation of approximately 100 additional products. 

Milestones in Quality Assurance

Perhaps what is most remarkable about Prevest DenPro’s journey is the global vision that its founders have determined from its inception. Unwavering commitment to international manufacturing standards, including the prestigious ISO 13485:2016 and EC Certificate (based on European Medical Devices Directives), became the company’s passport to the global market.

In an industry where Indian dental manufacturers were few and far between, Mr. Modi realized early on that he would encounter skepticism towards a nascent, family-owned Indian enterprise. Recognising the pivotal role of quality certifications in fostering trust, he had set his sights on obtaining the ISO 13485 global certification – a feat which no other Indian manufacturer had achieved at the time.

“It was our vision from the beginning to make our company globally recognized for quality and standards,” the Managing Director reiterates.

“Despite initial reluctance in the Indian market, we were firm in our vision to prove that our products could match international standards.”

No Stranger to Awards: The Prevest DenPro story is marked by milestones and accolades, including: the ISO 13485 in 2003; CE certificate; Quality Management System (QMS) certification by TUV SUD; and the coveted “National Oral Healthcare Sushruta Award” for Best Dental Manufacturer by the Indian Dental Association.

String of Successes

Their dogged determination paid off. Not only did Prevest DenPro become the first Indian company to receive ISO 13485 in 2003, they followed up this incredible milestone with another just two years later, becoming the first Indian company to receive the CE certificate from an august European body for global manufacturing standards. 

Then came the Quality Management System (QMS) certification by German notified body, TUV SUD, further paving the way for compliance with European and Indian medical device regulations. The accolades continued, with the company being honoured with the prestigious “National Oral Healthcare Sushruta Award” for Best Dental Manufacturer by the Indian Dental Association.

After gaining these certifications,” Mr. Modi adds, “we started receiving positive responses from global distributors. The international acceptance of our products also helped our presence in the domestic market.”

The founders’ global vision was taking off by the time they established a modern state-of-the-art factory in Export Promotion Industrial Park, Bari Brahmana, Jammu, India. This strategic location became the hub for exporting dental materials to more than 80 countries.

Committed to the Vision

Complementing Mr. Modi’s product-oriented expertise is Mrs. Namrata Modi, an astute business leader armed with an MBA and two decades of experience. Her role as the Executive Director has been pivotal in building a robust management team, orchestrating financial strategies, and overseeing the general administration of the company.

Amidst the growth and expansion, Mrs. Modi’s role overseeing the administrative, marketing and finance departments, has expanded in tandem. 

As Mr. Modi shares, she plays a multi-faceted role: Ensuring effective management team coordination, overseeing financial operations, and managing general administration. She handles budgeting, forecasting, compliance, and internal and statutory audits, along with streamlining general administration processes. Furthermore, she oversees HR and ensures adherence to quality management systems (QMS).

When asked about her significant contributions to the success of the company, the dynamic business woman remains unassuming:

“What I do is what I’ve been doing over the last 25 years, which is to execute the business side of Prevest DenPro’s affairs to align with Mr Modi’s vision.”

Empowering Communities through CSR Initiatives

Besides the tremendous support of the global dental community, as shown through their use and endorsement of Prevest DenPro’s vast product range, Mrs. Modi says that her drive to excel in her role is also derived from the company’s altruistic ventures.

“We’re engaged in various outreach efforts, from smaller projects such as supporting school construction or installing water systems to larger projects, where we collaborate with organizations like the Rotary Club and the Indian Dental Association (IDA),” she says.

The company focuses on maintaining and distributing care packages to ensure that they reach individuals in need. Over the past two years, they have steadfastly supported the education of financially disadvantaged children, providing tuition-free education and supplying books. Additionally, they have undertaken the adoption of children during this period.

Among the Corporate Social Responsibility (CSR) initiatives, Prevest DenPro’s education sponsorship to children emerges as a standout endeavour for Mrs. Modi. 

“Witnessing the positive impact our financial support has on their lives, seeing them excel academically, graduate, and secure good jobs, brings immense satisfaction,” the Executive Director adds.

New History in the Making

In 2022, Prevest DenPro made history once again by becoming the first Indian-based dental materials company to go public. With an infusion of funds, the company embarked on an aggressive expansion plan, including setting up a manufacturing facility and R&D centre – each of the facilities costing US$1m. 

The forward-looking Mr. Modi is now looking to fulfil the company’s Vision 2030. Prevest DenPro is poised to further invest in R&D and marketing infrastructure, projecting a conservative growth of 100 Crores (USD$652,490) in the next five years. 

The second phase of expansion includes plans for a state-of-the-art manufacturing facility in India and discussions with German government officials for a potential manufacturing facility in Europe.

This year, the company intends to enter the international market for oral hygiene, oral care, biomaterials, and medical device disinfectants.

“Our focus lies on treatment-oriented oral hygiene products. For instance, we’ve developed a specialized mouthwash called AutoRenew, targeting specific oral hygiene issues like bad breath,” Mr. Modi enthuses.

Partnering with Dentists for Success

Their promotional strategy primarily revolves around collaboration with dentists, who constitute their primary clientele. Rather than distributing products through supermarkets or pharmacies, they offer them directly to dentists for sale to their patients. 

“This approach not only facilitates product promotion but also serves as an additional revenue stream for dentists, thereby enhancing their practice,” Mr. Modi explains.

“Numerous dentists have already enrolled in this program, with the company supplying products directly to them for distribution to their patients.”

Moreover, the company is expanding their market reach through online platforms like Amazon and Flipkart, ensuring direct access for consumers. 

Made In India – And Beyond

That’s not all. Mr. Modi has plans to establish two manufacturing facilities outside of India within the next decade.

“We’re exploring various options to achieve this, aiming possibly for Europe, the USA, or both. While we intend to cover the Asian market from our base in India, we recognise the significant opportunities in the US market and plan to establish a marketing presence there. 

“This strategic expansion aligns with our commitment to growth and innovation, and we’re dedicated to making it a reality through diligent effort and perseverance.”