Cleevo, an innovative home hygiene brand, has just secured $1 million in a seed funding round. This significant investment, led by Eternal Capital with participation from a strong roster of investors including Zeca Capital, DeVC, iSeed, OTP Ventures, and members from the Venture Garage Network, signals a clear belief in Cleevo’s vision for a more sustainable and efficient future for household cleaning.
Ditching the Water: The Power of Concentrates
Founded in 2022 by Mayank Jain and Karan Shah, Cleevo is challenging the decades-old paradigm of bulky, water-filled cleaning products. Their core innovation lies in compact concentrates – a stark contrast to the heavy, plastic-laden bottles that dominate supermarket shelves. As CEO Mayank Jain aptly puts it, “We’re still buying bottles that are 90% water and 10% performance, paying more for packaging and logistics than for effectiveness.” Cleevo boldly questions this model by removing the water from their formulations.
Beyond Sustainability: Performance and Value
Cleevo’s non-toxic, high-performance products offer a multitude of benefits. They are significantly lighter to ship, easier to store, and inherently more environmentally friendly due to reduced plastic waste and carbon footprint. But Cleevo isn’t just a sustainability play; it’s a smart value proposition. Priced at approximately Rs 399 for a concentrate equivalent to 5 liters of traditional cleaners, the brand offers superior performance at a fraction of the cost. This resonates not only with environmentally conscious urban millennials but also with price-sensitive households in Tier II and Tier III cities.
Fueling Growth: Expansion and Innovation
With over 1.5 lakh customers already served through major platforms like Amazon, Flipkart, Zepto, and its direct-to-consumer site, Cleevo is poised for significant expansion. The freshly secured capital will be instrumental in a 10X increase in manufacturing capacity, accelerating research and development efforts, and broadening their market reach. This includes scaling digital-first channels, initiating B2B pilot projects, and even venturing into new international markets. A portion of the funds will also be dedicated to attracting top talent and launching impactful consumer-facing brand campaigns.
As Dhruv Dhanraj Bahl, Managing Partner at Eternal Capital, notes, “Cleevo is proving that conscious cleaning doesn’t need to be costly or inconvenient.” By re-engineering every aspect of the category – from format and logistics to formulation – Cleevo is making sustainability the new default, paving the way for a cleaner, greener, and more cost-effective future for our homes.
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