Cleevo

Cleevo is an innovative consumer brand operating in the home hygiene sector, dedicated to transforming conventional cleaning approaches with eco-friendly alternatives. The company emerged from a passionate vision to deliver truly effective and sustainable cleaning solutions for modern homes. Cleevo has established itself as a forward-thinking player in India's substantial $6 billion home hygiene market.

Products & Services

• Sustainable Designer Jewelry: Necklaces, earrings, rings, bangles and statement pieces crafted from recycled metals and lab-created stones.

• Lifetime Exchange: Option to exchange any purchased jewelry at any time for 50% credit towards a new piece.

• Jewelry Rental (Aulerth Loop): Short-term rental of couture-inspired jewelry for special occasions.

• Restoration & Renew Services: Professional restoration and renewal of used Aulerth jewelry.

• Designer Collaborations: Exclusive collections co-created with leading Indian fashion designers.

• Physical & Online Retail: Available at standalone stores, luxury hotels, multi-brand outlets and through the official website.

Business Model & Revenue Streams

Cleevo operates as a direct-to-consumer (D2C) brand in the home hygiene sector, specializing in high-performance, non-toxic cleaning products formulated with plant-based ingredients—primarily coconut-derived. The company’s innovative powder-to-liquid model allows customers to add water at home, significantly reducing plastic waste and shipping costs compared to traditional liquid cleaners.

• Direct Online Sales: Products are sold via Cleevo’s own e-commerce platform enabling full control over customer experience and margins.

• Product Bundles & Combos: Cleevo offers combo packs and bundled deals that increase average order value and encourage repeat purchases.

• Consumable Model: As cleaning products are consumables, recurring revenue is generated as customers replenish their supplies.

• Potential Retail Expansion: While currently focused on D2C, Cleevo’s scalable model allows for future partnerships with select retailers.

Customer Segmentation

• Eco-conscious households

• Families with children and pets

• Budget-conscious and value-seeking consumers

• Urban millennials and Gen Z consumers

Growth Strategy

• Market Penetration: Targeting India’s $6 billion home hygiene market, which has less than 5% online penetration due to the high shipping costs of traditional cleaners.

• Product Innovation: Ongoing R&D to expand the powder-to-liquid product line and introduce new cleaning solutions.

• Manufacturing Scale: Rapidly expanding production capacity, having outgrown multiple facilities within two years to keep up with demand.

• Consumer Education: Investing in digital marketing and storytelling to educate consumers about the environmental and practical benefits of Cleevo’s model.

• Accessibility: Making sustainable, non-toxic cleaning accessible to the broader Indian population—not just eco-conscious niches.