As climate change and plastic pollution continue to pose growing environmental challenges, Mumbai-based direct-to-consumer (D2C) startup Beco is positioning itself as a sustainable alternative in India’s homecare market. Founded in 2019 by Aditya Ruia, Anuj Ruia and Akash Varma, the company develops plant-based, chemical-free and plastic-conscious household products designed to reduce environmental impact without compromising affordability.
Backed by investors including Climate Angels Fund, Rukum Capital, Better Capital and Titan Capital, as well as celebrity investors Dia Mirza, Bhumi Pednekar, Rohit Sharma, Ranbir Kapoor and Aamir Khan, Beco is expanding its footprint as demand for greener consumer choices grows. The startup says it aims to make sustainable living practical and accessible for Indian households while continuing to innovate in eco-friendly product development.
Creating Everyday Products With The Planet In Mind
Beco was founded with the belief that small changes in everyday consumption can collectively make a meaningful difference for the environment. Its range of home, kitchen and personal care products including garbage bags, tissues, bamboo toothbrushes, cotton buds and household cleaners is made using plant-based ingredients and biodegradable or plastic-free packaging wherever possible. The company also says it follows manufacturing practices that reduce water consumption and reuse production waste to minimise its environmental footprint.
Climate Angels Fund, which invested in the startup during its Series A funding round in 2022, said it saw Beco as a business aligned with India’s growing shift towards conscious consumption. The fund noted that the country’s homecare industry, valued at more than $12 billion, has long relied on chemical-intensive, plastic-packaged products, leaving room for sustainable innovation.
During its Series A round, Beco raised $3 million from investors including Rukum Capital, Better Capital, Titan Capital, Climate Angels Fund, Priyavrata Mafatlal and Prashant Pittie. The company said the funding would support research and development, product innovation, marketing, supply chain expansion and talent acquisition.
Speaking about the investment, Archana Jahagirdar, Managing Partner at Rukum Capital, said, “The growth it witnessed in the last year is promising, reflective of strong affinity and love for the brand. Beco is driven with a clear sense of purpose, and have effectively demonstrated that a toxic-free and eco-conscious way of life is not just trendy, but more efficient.” Actor and environmental advocate Dia Mirza, one of the brand’s earliest customers and later an investor, has also said that she prefers investing in products she personally uses, adding that Beco aligned with her commitment to sustainable living.
From Plastic Waste To Purpose-Led Innovation
The idea for Beco reportedly emerged during a beach clean-up drive in Mumbai, where the founders came across decades-old plastic waste that had remained intact despite years of exposure. The experience highlighted the long-lasting impact of single-use plastics and inspired them to build products that reduce dependence on conventional materials. Since then, the company has expanded through its own website as well as e-commerce platforms including Amazon, Flipkart and BigBasket, while strengthening its presence in retail stores across several Indian cities.
According to Climate Angels Fund, Beco’s monthly revenue grew from ₹1.08 crore in January 2022 to ₹1.89 crore by June 2022, with online sales accounting for nearly 60 per cent of total revenue during that period. The company has outlined plans to expand its retail network, introduce new sustainable products and continue educating consumers about the environmental and health impacts of conventional household goods.
While the founders acknowledge that changing consumer habits remains a challenge, they believe increasing awareness around plastic pollution and climate action is encouraging more households to explore eco-friendly alternatives.
The Logical Indian’s Perspective
The climate crisis is no longer a distant concern, it is increasingly reflected in the choices people make every day, from how they travel to the products they bring into their homes. While governments and industries have a critical role in addressing environmental challenges, businesses that offer practical, affordable and sustainable alternatives can help accelerate this transition. Startups like Beco demonstrate that climate-conscious innovation does not have to remain a premium lifestyle choice but can become part of everyday living.
However, meaningful progress requires more than eco-friendly branding. Transparency, responsible manufacturing, reduced plastic dependence and informed consumer choices must go hand in hand if sustainability is to deliver lasting impact.
As climate awareness continues to grow across India, businesses that combine environmental responsibility with accessibility may help shape a more sustainable future.
Do you think affordable, climate-friendly household products can encourage more people to adopt sustainable lifestyles? Share your thoughts in the comments and join the conversation.
