At Climate Angels Fund, we are always looking for purpose-led businesses with the potential to redefine industries while contributing to a low-carbon, sustainable future. One such company we invested in is Beco, a Mumbai-based D2C startup committed to creating plastic-free, plant-based home, kitchen, and personal care products. Our investment in August 2022 was rooted in a conviction that conscious consumption is not a niche anymore, it’s becoming the norm.
The Problem
India’s homecare market is massive (valued at over $12 billion) and has traditionally been dominated by chemical-laden, plastic-packaged products from legacy FMCG brands. From detergents to dish soaps and floor cleaners, the market is saturated with products that not only harm the environment but also carry potential health risks. For the eco-conscious consumer, options were limited, inaccessible, or overpriced.
Enter Beco
Founded by Aditya Ruia, Anuj Ruia, and Akash Varma, graduates from BITS Pilani and IIT Madras, Beco has taken a sharply differentiated stance in this saturated space. Their product line ranges from cleaners and tissues to toothbrushes and garbage bags, all crafted from natural ingredients, packaged sustainably, and priced affordably.
What sets Beco apart is its commitment to holistic sustainability. The products are:
100% plant-based and chemical-free
Plastic-free packaging, including biodegradable alternatives
Cruelty-free and non-toxic, designed with families and the planet in mind
Beco doesn’t just manufacture sustainable goods, it markets them in a refreshingly contemporary D2C way, making eco-friendly living accessible rather than aspirational
Traction That Caught Our Eye
When we evaluated Beco in mid-2022, the numbers already spoke of early success and strong market pull:
Monthly revenues had grown from ₹1.08 crore in January 2022 to ₹1.89 crore by June 2022, a monthly CAGR of ~15%
Unit volumes jumped from 156 lakh to 530 lakh units between Q1 2021 and Q1 2022
Online sales, contributing ~60% of total revenue, were driven via their D2C platform and leading e-commerce partners like Amazon, BigBasket, and more
Offline distribution was scaling across metros including Mumbai, Delhi-NCR, Pune, Bangalore, and Goa
Though the company was still posting net losses, gross margins were healthy, with a clear roadmap to profitability by FY2024. Importantly, the team was judiciously investing in brand building, a necessity in any consumer-facing business.
Our Investment Thesis
We invested in Beco’s Series A round based on the following convictions:
A Rising Tide of Eco-Conscious Consumers:
Indian households are becoming more aware of what goes into their homes. Whether driven by health, wellness, or environmental values, there’s a growing willingness to pay a small premium for sustainable products. We believed Beco was tapping into this irreversible cultural shift.A Differentiated, Full-Stack D2C Brand:
In a category plagued by commoditization, Beco stood out by owning its supply chain end-to-end—from R&D and formulation to packaging and logistics. Their D2C-first approach allowed direct consumer feedback loops, high brand recall, and agility in launching new SKUs.Founders with Hustle and Vision:
We were particularly impressed by the hustle and clarity of Beco’s founding team. Their backgrounds in engineering and entrepreneurship, combined with a sharp focus on execution, gave us confidence in their ability to scale the business and weather short-term volatility.Right Time, Right Tailwinds:
Government bans on single-use plastic, consumer demand for “clean label” products, and rising environmental activism all pointed to a favorable macro landscape. Influencers and celebrities were also endorsing sustainability-led brands, making Beco’s message more relatable to the average Indian buyer.
Impact and Momentum
In the last two years, Beco had deepened its impact and expanded its portfolio to 9+ SKUs, with ambitious plans to grow that number to 250. Brand ambassador Dia Mirza, an environmentalist and actor, has amplified the brand’s reach and credibility. The company has also onboarded marquee investors including senior executives from Reckitt, the Mafatlal family office, and repeat investments from Sequoia Sprouts and Better Capital.
Beco’s consumer-centric innovation has already displaced traditional brands in thousands of Indian homes. and it’s just getting started.
Looking Ahead
As the green consumer movement gains traction in India, we believe Beco has the right ingredients to become a household name. From new product launches to deeper offline expansion, the path to scale is clear. More importantly, the mission is urgent.
At Climate Angels Fund, we’re proud to support Beco in its journey to make every Indian home a little safer, a little cleaner and a whole lot greener.
