How BECO Grew To ₹108 Cr By Making Green Products Performance-Led

India’s eco-friendly home hygiene market is set to double from $14.25 Bn in 2024 to $28.44 Bn by 2030, fuelled by the rising demand for sustainable alternatives. But for decades, everyday convenience came at a hidden cost.

BECO’s founders — brothers Aditya and Anuj Ruia and their close friend, Akshay Varma — saw this during a beach cleanup in Mumbai, where they came across a chocolate wrapper from the 1990s. It drove home a simple truth: plastic doesn’t disappear, it lingers. The moment also sharpened their conviction that everyday home care products should deliver high efficacy without compromising environmental or human health safety.

In 2017, the trio launched BECO as a biodegradable home care brand, choosing bamboo as its hero material and using coconut-based enzymes in its cleaners. The goal was to make sustainability accessible and counter the belief that ‘natural’ means less effective.

Building Performance Through Natural Sciences

BECO’s advantage lies in its control over design and formulations. While manufacturing is handled through partners, the brand develops its core solutions in-house, backed by R&D.

Its product philosophy is anchored in material integrity. All its tissues and towels are sourced from bamboo plantations instead of wood pulp, ensuring zero deforestation. In its cleaning products, the brand replaces acids and harsh surfactants with bio-enzymes that break down microbes effectively without leaving toxic residues. 

Guided by this approach, BECO offers 160+ biodegradable products (backed by certifications from FSC, US FDA, CPCB and ISO) across everyday essentials, including natural laundry liquids, reusable bamboo kitchen towels, bamboo facial tissues and stain-remover wipes.

Omnichannel Distribution That Normalises Green Habits

A strong omnichannel presence has fuelled BECO’s growth. D2C platforms allow deeper engagement and brand storytelling. Quick commerce platforms like Zepto, Blinkit and Swiggy make sustainable choices convenient. They also increase accessibility.

A key growth lever has been the brand’s ability to combine impact with aspiration. Clean design, thoughtful packaging and clear communication have helped BECO move sustainability from a moral choice to an everyday habit. Today, Beco serves more than 15 Lakh customers across India, making eco-friendly cleaning mainstream.

The figures prove its potential. BECO grew from ₹49.37 Cr in revenue in FY24 to ₹108.08 Cr in FY25, a massive 119% YoY growth. 

In August 2024, it raised ₹83 Cr ($10 Mn) in a funding round led by Titan Capital Winners Fund to fuel offline expansion and deeper R&D.

Making Green The Default Choice

In 2026, BECO plans to increase consumer awareness and loyalty by launching new marketing initiatives, building an engaged community and ensuring greater product adoption. It also plans to deepen its retail footprint to improve visibility and access across key markets.

In the long run, the brand aims to lead the mass adoption of sustainable home hygiene, proving that Indian brands can set global benchmarks for environmental responsibility.

[Authored By Vandana Batra]

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