D2C brand Waterscience raises Rs 1.4 crore in funding

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News Summary

Bengaluru-headquartered Waterscience, a fast-growing D2C brand, raises Rs 1.4 crore in fresh funding from Velocity, a growth capital platform backed by Valar Ventures (founded by Peter Thiel). The startup, launched in 2014 by Sudeep Nadukkandy, Pavithra Rao, and Mohammed Iqbal, has steadily built its reputation around non-drinking water filtration systems, a market often ignored, even though it accounts for nearly 95% of water consumed in homes.

Waterscience has already sold over 40 unique products ranging from shower and tap filters to kitchen solutions, appliance protectors, and full-home water softeners reaching more than 2 million households across India. With the newly raised funds, the brand intends to deepen marketing, explore new categories, and target an additional 1 million homes in FY 2025–26.

Speaking on the development, Co-founder Pavithra Rao said, “This is a strong endorsement of our mission to make every Indian home’s water safer and healthier. The Velocity team has been with us since the early days, and their continued backing will accelerate our growth and innovation.”

This funding isn’t a one-off. Velocity has been betting on Waterscience since 2020, with total investments now touching Rs 7 crore. The firm itself has supported over 4,000 consumer-first brands, disbursing upwards of Rs 1,100 crore to fuel India’s D2C boom.

The timing seems right. Hard water and chlorine continue to trouble 70% of Indian households, damaging skin, hair, clothes, and even expensive appliances. Analysts expect this segment to clock 15% CAGR growth through 2028, leaving room for a category-defining player.

Armed with a 70% year-on-year growth rate, strong placement across Amazon, Flipkart, Shopify, and 1,000+ offline stores, Waterscience is setting its sights on becoming India’s first 360-degree water solutions brand.

Detailed News Report

1. Introduction: Funding milestone for Waterscience

Waterscience has raised Rs 1.4 crore from Velocity, a capital infusion that will help the brand branch into fresh categories, expand its reach, and double down on its mission of making non-drinking water safer in Indian homes.

The announcement also draws attention to an industry that’s usually left in the shadows. While drinking water purification gets all the focus, the everyday water we use for bathing, cooking, washing, and cleaning is rarely treated despite being the real culprit behind most domestic water-related issues.

2. Origins and Founding Story

2.1 The inception of Waterscience

Back in 2014, founders Sudeep Nadukkandy, Pavithra Rao, and Mohammed Iqbal noticed something most people didn’t bother with: 95% of water used at home goes straight into showers, taps, and appliances and none of it is filtered.

This meant hard water and chlorine were quietly wreaking havoc damaging skin and hair, wearing down clothes, and even destroying washing machines. The founders decided to change that narrative, positioning Waterscience as a brand for the overlooked side of water safety.

2.2 Transition to a D2C powerhouse

What started with a handful of basic shower filters has now evolved into a direct-to-consumer powerhouse. The company seized on India’s e-commerce momentum, steadily expanding its product portfolio and educating households about why water quality goes far beyond drinking.

3. Business and Revenue Model

3.1 Direct sales to households

Waterscience runs primarily on a D2C distribution model, using Amazon, Flipkart, Shopify, and its own digital storefront to reach buyers directly. To strengthen its presence offline, it has also partnered with over 1,000 physical retail stores.

3.2 Recurring revenue through consumables

Unlike one-off appliance sales, Waterscience’s products depend on cartridge replacements and periodic upgrades. This keeps revenue flowing steadily while fostering long-term customer stickiness.

3.3 Growth numbers

The results speak for themselves: 70% year-on-year growth and a footprint already in 2 million Indian homes. The goal now is to add another million by FY 2025–26.

4. Funding and Partnership with Velocity

4.1 Recent round details

The Rs 1.4 crore round pushes Waterscience’s cumulative investment from Velocity to Rs 7 crore since 2020.

4.2 Beyond capital: Velocity’s role

Velocity isn’t just a financial backer. With tools like Shipfast (an AI-driven logistics platform), it also offers operational muscle to the brands it supports. Having worked with 4,000+ D2C businesses and pumped Rs 1,100+ crore into the ecosystem, its stamp of approval carries weight.

4.3 Founder’s perspective

For Pavithra Rao, the deal represents more than money. “It’s proof that our mission is resonating. With Velocity’s help, we can accelerate expansion, push innovation, and build trust in a category that’s still maturing,” she noted.

5. The Problem Waterscience Solves

5.1 India’s water challenge

Across the country, 70% of homes are hit by hard water and chlorine, leading to dry skin, hair fall, corroded appliances, and higher repair bills.

5.2 Everyday impact

Think about it: clothes lose color, faucets clog, hair gets brittle, and machines fail earlier than expected. Most people simply accept this as “normal,” not realizing it’s the water itself.

5.3 Market gap

While the drinking water industry is crowded, non-drinking water remains an open field. This is the gap Waterscience is determined to own.

6. Product and Service Portfolio

6.1 Shower and tap filters

Affordable and easy-to-install, these filters were Waterscience’s first breakthrough product, cutting chlorine and softening water at the source.

6.2 Appliance and kitchen filters

Specialized filters safeguard washing machines, dishwashers, and kitchen taps—adding years to appliances while saving families money.

6.3 Water softeners and whole-home systems

For areas battling severe hard water, the company provides whole-home solutions, setting the stage for a true 360-degree brand positioning.

7. Competitors and Market Landscape

7.1 Direct competition

Established names like Kent, Pureit, and Livpure dominate drinking water, but none have gone deep into the non-drinking water space.

7.2 Indirect competition

Interestingly, even cosmetic brands and appliance service providers indirectly compete here—since they’re often fixing the consequences of untreated water.

7.3 Differentiation

Waterscience’s first-mover edge, affordable pricing, and education-led approach make it stand out in what is still a nascent market.

8. Industry Growth Trends

8.1 Rise of India’s D2C ecosystem

By 2025, India’s D2C sector is expected to cross $100 billion, as consumers increasingly prefer buying directly from brands.

8.2 Water awareness

Urban families are waking up to the reality that better water = better health, even beyond drinking.

8.3 Sustainability focus

Waterscience taps into eco-conscious sentiment with durable, long-lasting filters that reduce waste and repeated purchases.

9. Journey So Far and Future Roadmap

9.1 Milestones achieved

• 2M+ homes served
• 40+ SKUs live
• 70% YoY growth
• Pan-India reach via online + offline

9.2 Next phase

The company’s roadmap includes hitting 1M more households in FY 2025–26, amplifying brand awareness, and branching into new verticals.

10. Learning for Startups and Entrepreneurs

Waterscience’s story holds lessons worth reflecting on:

• Find neglected pain points—they found opportunity in non-drinking water.
• Build recurring revenue loops—cartridges keep customers engaged.
• Use D2C control—owning the sales channel means stronger margins.
• Pick partners wisely—capital plus strategy is far more powerful.
• Grow with intent—chasing purpose, not just numbers, creates longevity.

Foundlanes

At Foundlanes, we spotlight businesses like Waterscience that operate in underreported categories. Our mission is to highlight startup journeys, funding updates, and bold new ideas shaping India’s entrepreneurial landscape. If you’re a founder or investor, this is where you’ll discover the next wave of disruptive stories.