Peels & Co has entered India’s $26 billion household cleaning market with a plant-based approach, founded by former CarDekho executive Gagan Tahiliani and co-founder Prasanna Kumar Aakash. The brand positions itself as a sustainable alternative to chemical-heavy cleaning products dominating the category.
At the core of Peels & Co’s offering are bio-enzyme-based formulations derived from fruit peels, aiming to deliver effective cleaning while reducing exposure to harsh chemicals. The initial product lineup includes dishwash and laundry liquids, along with floor and toilet cleaners-categories that see high-frequency usage in Indian households.
The brand has adopted a digital-first distribution strategy, with products currently available on platforms like Amazon and Blinkit, alongside its own website. Early traction is being driven through these channels, reflecting a growing consumer shift toward convenience-led and conscious purchasing.
Peels & Co enters the market at a time when demand for eco-friendly and non-toxic cleaning solutions is steadily rising. Increasing awareness around health, sustainability, and ingredient transparency is pushing consumers to reconsider traditional cleaning products.
Looking ahead, the company plans to expand into adjacent categories such as hand wash and multi-purpose cleaners, while strengthening its presence across e-commerce and quick commerce platforms.
By combining sustainability with performance and a disciplined growth approach, Peels & Co aims to build long-term consumer trust and carve out a distinct position in India’s evolving home cleaning landscape.
