Home hygiene brand Cleevo raises $1 million in a Seed round led by Eternal Capital, others

Home hygiene brand 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 betting that the future of household cleaning lies in compact concentrates—not the heavy, plastic-laden liquid cleaners that have dominated supermarket shelves for decades. Its non-toxic, high-performance products are designed to be lighter to ship, easier to store, and more environmentally friendly. By removing the water from the formulation, the brand claims it can offer better performance at a fraction of the cost.

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

The startup's cleaners are priced at around Rs 399 for the concentrate equivalent of 5 liters of traditional cleaners. According to the founders, this isn't just a sustainability play—it’s a value proposition that resonates equally with urban millennials and price-sensitive tier II and tier III households. 

The startup claims it has already served more than 1.5 lakh customers through platforms like Amazon, Flipkart, Zepto, and its own direct-to-consumer site. The fresh capital will be used to fund a 10X expansion in manufacturing capacity, double down on research and development, and broaden Cleevo’s reach through digital-first channels, B2B pilot projects, and new international markets.

A portion of the funds will also go toward hiring talent and launching consumer-facing brand campaigns.

“Cleevo is proving that conscious cleaning doesn’t need to be costly or inconvenient,” said Dhruv Dhanraj Bahl, Managing Partner at Eternal Capital. “They’re re-engineering every aspect of the category—format, logistics, and formulation—to make sustainability the new default.”