Phool, an innovative startup founded by Ankit Agarwal and Prateek Kumar in 2017, is the first wellness brand to obtain the coveted Fair for Life - Fairtrade, and Ecocert Organic & Natural certifications. It is India’s first biomaterial startup, and fragrance-focussed brand that also has Alia Bhatt as one of the investors. The company was founded with the mission to address the environmental issue of flower waste, which is often discarded into rivers after being used in religious offerings at temples across India. Phool focuses on collecting this flower waste and repurposing it into useful, eco-friendly products such as rose incense cones and Phool vermicompost, 'Mitti', from flowers collected from rivers, that are rich in nutrients & enzymes. 

Prof. Abhay Karandikar's statement reflects his support and pride in the achievements of Phool, a company that has received funding from Sixth Sense Ventures. He congratulates Ankit and his team for their groundbreaking "flower-recycling technology," which he describes as revolutionary. 

Ankit Agarwal's statement reflects the significant progress Phool has made in a short period, particularly in the Indian fragrance industry. He highlights how the brand has become synonymous with luxury fragrance products, attributing this success to their commitment to superior product quality and the use of honest ingredients. Ankit expresses his vision of transforming the global home fragrance market and establishing Phool as a distinct, global brand. 

Nikhil Vora, Founder and CEO of Sixth Sense Ventures, expressed his confidence in the potential of the home fragrance industry and emphasized Phool's increasing demand for sustainable fragrance solutions worldwide. A

lia Bhatt, known for her commitment to environmental causes, expressed her support for Phool, sharing how the brand’s incense has become her preferred gift for special occasions. She praised the natural fragrances and eco-friendly packaging, noting that the products contribute to cleaner rivers by reducing chemical and floral waste. 

Phool’s another product, Fleather is an innovative vegan leather (non-animal and non-plastic) alternative made from flowers. This sustainable material produced from discarded flowers, has also been awarded PETA's Best Innovation in the Vegan World, which would otherwise contribute to environmental pollution. By transforming floral waste into a functional, eco-friendly leather alternative, Fleather presents a solution to both waste management and the growing demand for cruelty-free materials in different industries.

Phool has successfully raised $8 million in a Series A funding round, led by Sixth Sense Ventures, one of India’s leading consumer funds. The round also saw participation from existing investors, including Alia Bhatt and IAN Fund. This investment will help accelerate Phool’s growth, particularly in expanding its product range and strengthening its market presence. 

Phool not only contributes to reducing pollution in India's rivers but also creates sustainable products that benefit both the environment and the community. Their innovative approach in transforming the flower waste and bringing positive change in the waste management system and the broader ecosystem in India is highly appreciable. It also has a significant social impact, as the production process creates jobs for marginalized women, providing them with dignified livelihoods. Phool’s aim to address societal challenges and promote sustainability, with its focus on using flowers for eco-friendly products, aligns well with this vision.