Indian home hygiene startup Cleevo has raised $1 million in a seed funding round led by Eternal Capital, showcasing strong investor confidence in sustainable consumer goods. This round also featured notable participation from Zeca Capital, DeVC, Utsav Somani (iSeed), Suhail Sameer (OTP Ventures), Sumit Jalan, Ajay Kumar (Action Tesa Group), Alok Mittal (Indifi), and members of the Venture Garage Network.
With this capital infusion, Cleevo aims to fast-track R&D, scale its presence in digital, B2B, and select international markets, and further its mission to revolutionize home cleaning with eco-friendly, affordable products.
Revolutionizing Home Cleaning with Sustainability
Founded by entrepreneurs Mayank Jain and Karan Shah, Cleevo offers a fresh take on cleaning products by providing concentrated powders that convert into liquid cleaners with water at home. This innovation drastically reduces plastic packaging waste and carbon emissions linked to shipping bulky liquids.
In India, plastic pollution remains a major environmental concern. Cleevo’s model directly addresses this by minimizing single-use plastic bottles, a leading contributor to landfill waste and ocean pollution.
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Product Range: Effective, Safe, and Affordable
Cleevo’s product portfolio includes:
- Floor Cleaners (Lemon and Lavender)
- All-Purpose Surface Cleaner
- Kitchen Degreaser
- Glass & Appliance Cleaner
- Metal Polish
All are non-toxic, biodegradable, and formulated free from harmful chemicals like parabens, ammonia, and phosphates. The flagship lemon floor cleaner retails at ₹348 for 5 liters – making sustainability accessible without a premium price tag.
Expanding Reach Across Key Channels
Cleevo’s products are available on major e-commerce platforms such as Amazon India, Flipkart, Zepto, and JioMart, as well as their own direct-to-consumer site (getcleevo.com). This multi-channel approach boosts customer reach across metro and emerging cities.
Customer reviews praise Cleevo for its effective cleaning, refreshing scents, and eco-conscious packaging fueling rapid repeat sales and strong brand loyalty.
Market Potential and Investor Backing
The $1M seed funding led by Eternal Capital highlights growing interest in clean tech and sustainable FMCG sectors in India. The eco-friendly home care market is projected to grow at a CAGR exceeding 20% over the next five years, driven by rising environmental awareness and supportive government policies targeting plastic reduction.
Growth Plans and Global Ambitions
Cleevo will use the funding to:
- Accelerate innovation with new product launches
- Strengthen B2B collaborations with hotels, offices, and institutions
- Expand into international markets like the UAE and Southeast Asia, where demand for green products is growing fast
Co-founder Mayank Jain said,
“Our vision is to make eco-friendly cleaning affordable and convenient for every home – not just a niche segment. This funding will help us scale sustainably and deliver real impact.”
Leading the Charge Towards a Greener Future
Cleevo exemplifies how startups can combine innovation, affordability, and sustainability to meet evolving consumer expectations. By reducing packaging waste and offering safe, effective cleaning solutions, Cleevo is positioning itself as a leader in India’s burgeoning sustainable consumer market.
As eco-conscious buying continues to rise, Cleevo’s growth signals a meaningful shift toward greener lifestyles and a cleaner planet.
Conclusion
India’s increasing focus on sustainability is driving strong demand for eco-friendly products. Government initiatives like the Plastic Waste Management Rules (2016) and recent amendments emphasize reducing single-use plastics, encouraging manufacturers and consumers to adopt greener alternatives. Additionally, the Atmanirbhar Bharat campaign supports indigenous startups innovating in environmental solutions. With rising urbanization and awareness about health and environmental impact, Indian consumers are progressively shifting toward biodegradable, chemical-free household products. This favorable regulatory environment, combined with changing consumer preferences, creates an ideal growth landscape for startups like Cleevo, enabling them to scale rapidly while contributing to India’s sustainability goals.
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