For decades, Indian households relied on traditional cleaning methods — from ash and soap bars to labour-intensive hand scrubbing. While effective, these approaches demanded excessive time and effort. The 1960s brought the first big shift with the introduction of low-cost powders like Nirma and premium solutions like Hindustan Unilever’s Surf, making cleaning faster and more convenient.
Now, Cleevo, a home hygiene care brand founded in Chennai in 2022, is driving the next big transformation. Built on the belief that “home cleaning needs a complete reset, not just a small change,” Cleevo — short for Cleaning Evolution — is reimagining household cleaning with compact, non-toxic concentrates that are easy to store, affordable, and far gentler on the planet.
A Fresh Take on Everyday Cleaning
Cleevo offers a complete range of DIY cleaners for kitchens, floors, dishes, glass, and all-purpose use. Its bestselling floor cleaner has already found a strong base on ecommerce platforms.
Instead of bulky liquid bottles, Cleevo sells powder sachets that transform into liquid through a simple DIY process. Each pack comes with a bottle and funnel — just pour in the powder, add water, and within minutes, you have a ready-to-use cleaner.
The results speak for themselves:
- 6+ lakh sachets sold so far
- 4+ lakh bottles reused, cutting down plastic waste
- 35–40% repeat orders for refill packs
Founder Mayank Jain explains, “It draws customers from both established brands and eco-friendly alternatives. Many even use our refills with their own bottles — something we fully support.”
Affordability Meets Sustainability
Cleevo isn’t just convenient — it’s cost-effective.
- Premium liquid brands: ~₹1,000 for 2 litres
- Standard brands: ~₹199 for 2 litres
- Cleevo sachets: 5 litres for just ₹299 (without bulky packaging)
This pricing makes eco-friendly cleaning accessible to the masses. Products are available on Cleevo’s website, Amazon, Flipkart, and Zepto.
So far, 2.5 lakh+ households have embraced Cleevo, with 45% of orders from Tier II & III cities. The brand is growing rapidly at 15% month-on-month, expanding its reach across metros and beyond.
“My strong belief is that sustainability, when made affordable, is for everyone,” Jain says.
Safe for Families, Gentle on the Planet
Cleevo’s products are formulated with non-toxic ingredients like:
- Coconut-based surfactants
- Citric acid
- Salt
- Xanthan gum
- Certified fragrances
They are free from corrosive acids and harsh industrial chemicals, making them safe for children and pets. The formulations are developed by Dr. Priya Digarse and her R&D team at Cleevo’s Nashik unit.
From Idea to Innovation
Cleevo’s journey involved five development cycles over two years. The brand initially tested tablet-based cleaners but quickly realised that Indian consumers preferred visible and sensory cues — fragrance, colour, and foam.
The result was a free-flowing powder that dissolves completely, offers a pleasant fragrance, and delivers the desired cleaning performance.
On the manufacturing side, the benefits are equally impressive:
- 15,000 sachets produced daily in a 4,000 sq. ft. facility
- Requires 10x less space, water, electricity, and plastic compared to liquid formats
The Road Ahead
The market for eco-friendly cleaning products is growing fast, projected to expand at an 8.24% CAGR through 2030 (Mordor Intelligence). Competing brands like Beco, Koparo Clean, and Presto are also vying for attention, but Cleevo is carving its niche with its “less is more” philosophy.
With its focus on affordability, sustainability, and practicality, Cleevo is not just a cleaning brand — it’s a movement towards smarter, greener living.
Key Takeaway: Cleevo is reshaping home cleaning by combining affordability, convenience, and eco-friendliness — proving that sustainability doesn’t have to come at a premium.
