Industry : Others (Diverse Industries)
Our innovation lies in redefining the business model for household cleaning products to serve rural and semi-urban India effectively. Traditional FMCG cleaning brands primarily target urban consumers with premium pricing and limited local customisation. In contrast, our business model focuses on delivering affordable, effective, and eco-friendly cleaning solutions tailored specifically for price-sensitive rural households. We leverage in-house manufacturing to maintain quality control and cost efficiency, enabling us to price products competitively without compromising performance or safety. Our extensive rural distribution network, built using the founder’s FMCG and telecom experience, ensures availability even in deep rural markets where existing brands struggle to reach consistently. Additionally, we incorporate environmental sustainability as a core principle in our formulations, addressing the growing demand for eco-safe products among aware consumers. We differentiate ourselves by offering a diverse portfolio ranging from detergents to dishwash gels, toilet cleaners, glass cleaners, and traditional jhadu under one trusted local brand. This integrated business model addresses multiple household cleaning needs, strengthens brand loyalty, and positions us as a one-stop solution for rural consumers. Our approach demonstrates that profitable, scalable business models can be built while prioritising affordability, accessibility, and environmental responsibility for underserved market
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Year of Establishment2023