Personal care startup Laani has raised ₹9.1 crore, approximately $970,000, in a pre-seed funding round led by V3 Ventures and Saama Capital. The round also drew participation from several well-known industry leaders and founders, including Arjun Purkayastha, Manish Taneja, Kunal Bahl, and Aneesh Sheth.
The funding reflects early confidence in the startup’s approach to addressing specific personal care needs of Indian consumers, particularly in a market that continues to see rapid growth and evolving preferences.
Building a Brand Rooted in Consumer Insights
Founded in 2024 by Nirja Bhatt, Laani is focused on developing body and personal care products tailored specifically for Indian users. The company’s approach is grounded in consumer research, with insights drawn from interactions with more than 500 women across digital communities.
This research-led strategy helped the brand identify gaps in existing offerings, particularly in terms of product formats, effectiveness, and suitability for Indian lifestyles and environmental conditions. By focusing on these insights, Laani aims to position itself as a brand that understands and responds to real consumer concerns.
A New Format Debut in Deodorant Category
As part of its initial product lineup, Laani has introduced a Clear Deodorant Stick. The product is positioned as an alternative to conventional roll-ons and aerosol sprays, offering a different format designed for ease of use and improved performance.
According to the company, the deodorant stick is formulated to provide odour protection for up to 24 hours. It is also designed to avoid leaving residue or stains, addressing common issues faced by users of traditional deodorant formats. This launch marks the company’s entry into the personal care market with a focus on innovation in everyday essentials.
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Funding to Drive Growth and Product Expansion
The capital raised in this round will be used to strengthen multiple areas of the business. A significant portion is expected to go towards brand building as the startup works to establish visibility and connect with its target audience.
In addition, Laani plans to invest in research and development to continue refining its formulations and introducing new products. Expanding its portfolio into additional personal care categories is also a key priority, as the company looks to broaden its presence in the market.
Focus on Indian Conditions and Evolving Preferences
Looking ahead, Laani aims to develop products that are better suited to Indian weather conditions and the diverse needs of consumers across the country. The company is placing emphasis on creating new formats and formulations that align with changing preferences, particularly among younger, digitally engaged audiences.
By combining consumer-driven insights with product innovation, Laani is positioning itself to build a differentiated brand in the competitive personal care segment. The company’s early focus on research and tailored solutions highlights its intent to address unmet needs in a market where demand for effective and relevant products continues to rise.
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