By Abhay Ray 
Introduction
Next-gen home hygiene startup Cleevo, focused on transforming floor and surface cleaning for modern Indian households, has raised $1 million in seed funding. The funding round was led by Eternal Capital, with additional backing from Zeca Capital and prominent angel investors and syndicate participants from across the startup ecosystem. Notable investors in the round include DeVC, Utsav Somani (iSeed), Suhail Sameer (OTP Ventures), Sumit Jalan, Ajay Kumar (Action Tesa Group), and Alok Mittal (Indifi), along with key members from the Venture Garage Network.
About Cleevo
Cleevo was founded in 2022 by Mayank Jain and Karan Shah, combining their strengths in brand-building, business strategy, and manufacturing. Cleevo is a startup focused on providing high-performance, eco-friendly home cleaning solutions. They offer powder-to-liquid products that are designed to be lighter, easier to store, and more sustainable than traditional liquid cleaners. Cleevo aims to revolutionize the home hygiene industry by reducing plastic waste and shipping emissions. Products are formulated in-house, with a strong focus on non-toxic, acid-free alternatives that are free from harsh industrial chemicals. This approach aligns with Founder Mayank Jain’s vision of making smart and sustainable living both accessible and affordable for Indian consumers.
While traditional floor cleaners typically cost around ₹ 800 for 5 litres, Cleevo’s concentrate-based alternative is priced at ₹ 350 for the same volume, offering customers a more affordable and sustainable solution. The brand is already seeing strong adoption across metro as well as tier II and tier III markets.
Focus on Innovation
Cleevo is redefining home hygiene by replacing conventional liquid cleaners typically 90% water with compact, high-performance concentrates.This innovation significantly reduces plastic usage, packaging waste, and transportation emissions, while offering consumers a more powerful and cost-effective cleaning solution. Priced at nearly half the cost of traditional 5-litre cleaners, Cleevo’s products reflect a commitment to both performance and sustainability.
Founder & CEO Mayank Jain emphasizes that Cleevo was built to challenge outdated industry norms by creating smarter formulations that are easier to ship, store, and use. The brand’s science-led approach to cleaning combines convenience, affordability, and environmental responsibility, making it a strong contender in India’s fast-evolving home care market.
Growth Plans
With the $1 million raised, Cleevo plans to scale its operations aggressively. The funding will be used to increase manufacturing capacity 10X, deepen investments in research and development, and accelerate product innovation. Cleevo also aims to broaden its market reach through digital-first distribution, strategic B2B pilot projects, and international expansion.
The brand, which has already served over 1.5 lakh customers, is seeing strong traction on platforms like Amazon, Flipkart, Zepto, and its own D2C website. By leveraging this momentum, Cleevo intends to build a trusted brand that delivers high-impact, sustainable cleaning solutions at scale positioning itself as a frontrunner in the next generation of home hygiene brands.
Challenging Legacy Brands with New Solutions
Mayank Jain, Founder & CEO, Cleevo said, “Home hygiene hasn’t seen meaningful innovation in decades. We’re still buying bulky, 90 percent water-filled bottles, paying more for packaging and transport than for actual performance. Cleevo is built to question this status quo. We’ve reimagined cleaning from the ground up, focusing on concentrates that work harder, ship smarter, and do less harm. This fundraiser is not just about capital it’s a validation of the fundamental shift we’re enabling. It will allow us to scale our R&D, expand manufacturing, and build a brand that earns trust at every touchpoint.”
Dhruv Dhanraj Bahl, Founder & Managing Partner, Eternal Capital added, “As India’s floor and surface cleaner market continues to be dominated by legacy liquid brands, Cleevo is charting a new path, proving that conscious cleaning doesn’t need to be costly, inconvenient, or ineffective. The founders are addressing the fundamentals of format, logistics, and formulation, and in turn, laying the groundwork for a future where household hygiene is not just cheaper and safer, but more sustainable by default.”
Conclusion
Cleevo is poised to transform India’s home hygiene landscape by challenging outdated norms with innovative, eco-friendly concentrate-based cleaning solutions. By significantly reducing plastic waste and shipping inefficiencies, the brand offers consumers an affordable and sustainable alternative to traditional cleaners. With strong investor backing and a clear vision, Cleevo is scaling rapidly investing in manufacturing, R&D, and market expansion across digital and international channels. The brand’s focus on performance, sustainability, and accessibility resonates with a growing base of over 1.5 lakh customers, spanning metros and tier II and III cities. As Cleevo redefines cleaning standards, it sets a new benchmark for conscious consumerism in household care proving that effective hygiene can be affordable, convenient, and environmentally responsible.
GMICapitals.com RaysVeda.com GetMyStartup.com LawCanal.com GetMyIndia.com ZinCob.com Angeltors.com