Mumbai-based laundry and home cleaning brand Ecosys has raised Rs 5 crore in a pre-Series A funding round led by GVFL Prarambh Fund, with participation from Proteus Partners and operator-investors Puru Gupta and Sreejith Moolayil, the co-founders of True Elements.
/indianstartupnews/media/media_files/2026/06/17/desktop-728-x-90-1-2026-06-17-17-20-35.png)
The investment takes Ecosys’ total funding raised to Rs 7.94 crore.
The startup said it will use the fresh capital to expand through e-commerce and quick-commerce channels, increase consumer awareness of laundry pods and develop new formats across laundry and home cleaning.
Building a market for laundry pods
Ecosys was founded in 2017 and is led by chartered accountants Sumit Goyal and Chirag Dangi, childhood friends who reunited in 2023 to build the business around simplifying c.
Its main product is a laundry pod, which provides a pre-measured dose of cleaning ingredients and is designed as an alternative to conventional powder and liquid detergents.
The pods use a water-soluble polyvinyl alcohol, or PVA, film that dissolves during washing and are designed for use in both front-load and top-load washing machines.
The format is intended to remove the need for consumers to measure detergent for each wash.
Ecosys is focusing much of its expansion on online channels, including e-commerce and quick-commerce platforms, as it seeks to increase the adoption of laundry pods in India.
Consumer education remains one of the main challenges, as laundry pods are less established in India than in some overseas markets.
“That’s a distribution and education problem that we’re trying to solve,” Dangi said.
It plans to develop additional laundry, cleaning and refill formats over time rather than move into unrelated product categories.
India’s household cleaning market expands
The fundraising comes as India’s household cleaning market grows and newer brands introduce concentrated and convenience-focused cleaning formats.
Research firm IMARC Group estimates that India’s household cleaners market was worth $11.91 billion in 2025 and will reach $39.84 billion by 2034. It projects a compound annual growth rate of 13.93% between 2026 and 2034.
That compares with a projected annual growth rate of 3.54% for the global household cleaners market over the same period.
Laundry is the largest segment of India’s household cleaners market, accounting for an estimated 60.7% of the market in 2025, according to IMARC.
For Ecosys, the latest funding will support its effort to widen distribution and build awareness of laundry pods as it develops additional products in the laundry and home cleaning market.
