Cleevo

Cleevo operates in the home hygiene market, positioning itself as an eco-conscious and cost-effective alternative to traditional cleaning products. Founded in 2022 by Mayank Jain and Karan Shah, the company is headquartered in Nashik, India. The business model centers on challenging the conventional practice of selling cleaning products that are predominantly water. Cleevo has developed a line of powder-to-liquid cleaning concentrates, which significantly reduces packaging waste, shipping costs, and carbon emissions.

The company's core product is a range of cleaning concentrates for various household needs, including floor cleaners, dishwashing liquids, glass cleaners, and all-purpose cleaners. These products are formulated with plant-based, non-toxic ingredients, such as coconut-derived surfactants, making them safe for use around children and pets. The consumer mixes a sachet of the powder concentrate with water at home in a reusable bottle, creating the cleaning solution. This approach allows Cleevo to offer its products at a lower price point than many competitors; for instance, a concentrate that makes 5 liters of floor cleaner is sold for less than half the price of comparable traditional products.

Cleevo targets a broad consumer base, including urban millennials and price-conscious households in tier II and III cities, through a direct-to-consumer (D2C) model on its website and partnerships with major e-commerce platforms like Amazon, Flipkart, and Zepto. The company has served over 150,000 customers. To fuel its growth, Cleevo secured $1 million in a seed funding round in May 2025, led by Eternal Capital, with participation from several other institutional and angel investors. These funds are allocated towards a tenfold expansion of manufacturing capacity, further research and development, and scaling distribution across digital channels, B2B pilots, and select international markets.

Keywords: eco-friendly cleaning, cleaning concentrates, powder-to-liquid, home hygiene, sustainable CPG, direct-to-consumer, non-toxic cleaners, plant-based ingredients, plastic waste reduction, waterless cleaning solutions, Indian startup, home care products, Mayank Jain, Karan Shah, cost-effective cleaning, refillable cleaners, e-commerce CPG, conscious consumption, low-waste products, home and decor