• Compact, non-toxic concentrates offer high performance with minimal packaging.
• Affordable pricing resonates with both urban millennials and tier II/III households.
• Funds to drive 10X manufacturing growth, R&D, and international expansion.


Home-hygiene disruptor Cleevo has raised $1 million in seed funding, with Eternal Capital leading the round and participation from Zeca Capital, DeVC, Utsav Somani of iSeed, Suhail Sameer from OTP Ventures, Sumit Jalan, Ajay Kumar of Action Tesa Group, Alok Mittal of Indifi, and some Venture Garage Network investors.

Founded by Mayank Jain and Karan Shah in 2022, Cleevo challenges traditional household cleaning norms by offering ultra-compact concentrate-based solutions that are non-toxic, environmentally friendly, and do not come with the bulk of water-as in giving the same or much better cleaning ability as a liquid-based cleaner but with much less environmental and logistical cost.

"We are still selling products that are 90 percent water and 10 percent active ingredients," CEO Mayank Jain said. "With Cleevo, we are rebuilding the whole model from scratch to make cleaning smarter, lighter, and more effective."

Priced at Rs 399 approximately for a concentrate equivalent to 5 liters of conventional cleaner, Cleevo seeks to balance sustainability with affordability. The proposition is thus appealing not just for city buyers concerned about the environment but also for the budget-conscious consumer in small towns and cities.

The startup has already served over Rs 1.5 lakh customers via Amazon, Flipkart, Zepto, and its own D2C platform . These funds will enable a 10x scale-up in manufacturing capacity, a doubling down on R&D, and the searching for suitable channels in the digital space.