• Home hygiene startup Cleevo has raised $1 million in seed funding led by Eternal Capital, with participation from several prominent investors, to expand its manufacturing capacity and more.
  • Cleevo is disrupting the cleaning products market with non-toxic, concentrate-based cleaners that are eco-friendly, affordable, and easier to ship and store, already reaching over 150,000 customers through major online platforms.

Home hygiene startup Cleevo has raised $1 million in a Seed funding round led by Eternal Capital, with participation from Zeca Capital, DeVC, Utsav Somani’s iSeed, Suhail Sameer of OTP Ventures, Sumit Jalan, Ajay Kumar of Action Tesa Group, Alok Mittal of Indifi, and investors from the Venture Garage Network.

Founded in 2022 by Mayank Jain and Karan Shah, Cleevo is challenging the traditional cleaning products market by offering non-toxic, high-performance concentrates instead of bulky liquid cleaners.

These compact products are easier to ship, store, and are more environmentally friendly, aligning with growing consumer demand for sustainable choices.

“We're still buying bottles that are 90% water and 10% performance, paying more for packaging and logistics than for effectiveness,” said CEO Mayank Jain. “Cleevo questions that model from the ground up.”

Cleevo’s concentrate products are priced around Rs 399 for the equivalent of 5 litres of conventional cleaner.

The brand claims that by removing water from the formulation, it can offer better performance at a lower cost.

The model targets both urban millennials and value-conscious consumers in tier II and tier III markets.

With over 1.5 lakh customers already reached via Amazon, Flipkart, Zepto, and its own D2C platform, Cleevo plans to use the fresh funds to expand its manufacturing capacity by 10X, ramp up R&D, and explore new international markets.

The funding will also support digital-first outreach, B2B pilots, and the hiring of key talent. According to Dhruv Dhanraj Bahl, Managing Partner at Eternal Capital,

“Cleevo is proving that conscious cleaning doesn’t need to be costly or inconvenient.”

Edited by Annette George