Alia Bhatt invests in IIT Kanpur-backed D2C start-up Phool.co

Phool.co, a Social Alpha-backed D2C wellness startup, on Thursday announced that Alia Bhatt is now an investor in the company. Founded by UN Young Leader Awardee for Sustainable Development Goals, Ankit Agarwal in July 2017, Phool.co is an innovative startup focused on the circular economy which converts floral waste into Charcoal-free Luxury incense products and other wellness products.




The startup is also India’s first wellness brand to have Fair for Life- Fairtrade and Ecocert Organic & Natural certifications. With deep-tech research, the startup has also developed “Fleather” leveraging their flowercycling technology. Fleather is a viable alternative to Animal leather which was recently awarded PETA’s best innovation in the Vegan World.

Phool.co has rapidly expanded its operations and has consistently achieved 130% YoY growth for the past two years. Phool.co vision is backed by strong RnD efforts and is based on sustainable development goals focused on creating a circular economy, promoting sustainable consumption, and bringing dignified livelihoods.

Speaking on the latest investment, Alia Bhatt, who is known for her environmental initiatives, said, “Phool incense really stands out for its fine natural fragrances and amazing packaging. I admire the founder’s vision of making incense and bio-leather from recycled flowers that contribute to keeping our rivers clean, creating a humane alternative to leather and providing employment to women in India’s heartland. I’m proud that these products are created in India and wowing the world and I’m thrilled to join the investors who are backing the company.”

Earlier this year, Alia Bhatt had also invested in Nykaa, the omni-channel lifestyle retailer stating the three reasons she chose the company were its Indian roots, its global scale and that it was founded by a woman.

Social Alpha had written the first Equity cheque & had invested in and nurtured the company, while it was at the idea stage. Speaking on the latest development, Manoj Kumar, Founder & CEO, Social Alpha said, “Ankit has truly demonstrated how passionate entrepreneurs can solve some of our most complex problems with their disruptive innovations. The team has the rare combination of empathy, audacious goals, extraordinary resilience and flawless execution to build and scale a sustainable business model. Phool.co will only grow bigger with time”

Ankit Agarwal, Founder Phool.co said,“At Phool.co we aim to drive systemic change through innovation. Alia’s investment is a validation of our efforts and firmly sets us on a path to build a global success story from a tier 3 city. The investment and support will help us expand our footprint globally and also step up the pace of RnD. I can proudly say, Phool.co is a business built, led and now even invested in by women.”

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IIT Kanpur has been the backbone for the company’s technical research Speaking on the latest development, Dr. Abhay Karandikar, Director IIT Kanpur said “IIT Kanpur is proud to be a partner of PHOOL. I am glad that we could help the company technologically but at the same time, I must acknowledge that PHOOL.co brought a lot of visibility to our incubator and the subsequent stupendous success of SIIC is at least in part due to the success of PHOOL”

Speaking on the latest development, Padmaja Ruparel, Founding Partner, IAN Fund said, “Innovative solutions for the sustainable development of the community is the need of the hour. Phool.co‘s circular economy model brings triple bottom benefits of environmental, social, and financial sustainability. Ankit is a passionate entrepreneur focused on a large market and value creation for both customers and his team.”