Plush Raises ₹40 Crore to Expand Personal Care Market Presence

385

Let’s call it what it is—Plush just scored big. The Chennai-based personal care brand has landed a hefty ₹40 crore in funding, with Rahul Garg spearheading the investment round. Not to be outdone, the Blume Founders Fund, OTP Ventures, Careernet, the Patni Family Office, Sumit Jalan, Ajay Kumar Aggarwal, and a string of other savvy backers jumped in too. That’s not small change—it’s a solid vote of confidence.

Plush, launched in 2019 by Prince Kapoor and Ketan Munoth, didn’t exactly tiptoe into India’s personal care scene. Nope—they burst in, packing a line of period care, intimate wellness, hair removal, and all-things-self-care products. Now, with this new stack of cash, they’re getting ambitious: planning to tighten their grip on the market, go big on offline retail, and blast their branding efforts into the next orbit.

They’ve got the numbers to back the bravado. Revenues jumped a jaw-dropping 84% year-over-year, hitting ₹28.87 crore by March 2024. Sure, they also reported a ₹4.4 crore loss—but let’s be real, that’s par for the course in aggressive scaling. By FY25, they’re shooting for ₹65 crore in revenue. At this point, their Annual Recurring Revenue (ARR) sits comfortably at ₹100 crore. And yes—they’re already EBITDA profitable. Ambitious much? They’re gunning for ₹200 crore ARR next.

1. Introduction

India’s personal care market is in a full-blown evolution. What was once a space dominated by bland soaps and flashy shampoo ads is now a chaotic playground of innovation and authenticity. And right in the thick of it is Plush, a gutsy startup from Chennai that’s rewriting the playbook for everyday self-care—especially for women.

2. Founders and Company Background

2.1 Founders’ Journey

Let’s give credit where it’s due—Plush isn’t some corporate-backed lab experiment. It’s the brainchild of Prince Kapoor and Ketan Munoth. Kapoor cut his teeth in investment banking at Spark Capital. Munoth, with a consumer goods background and a degree from NMIMS, brought the on-the-ground hustle. Together, they took a chance on a crowded market—and somehow made noise people actually cared about.
[vccircle.com]
[yourstory.com]

2.2 Company Mission

This isn’t just about selling pads and razors. Plush wants to shake up the way Indian women experience self-care. Their mission is personal—think clean, effective products that actually feel good to use, with an eye toward community, not just conversions.

3. Product and Service Offerings

3.1 Diverse Product Portfolio

Plush isn’t playing it safe. Their line-up is refreshingly bold:

• Period care products
• Intimate wellness items
• Hair removal tools
• Self-care stuff you might actually want on your bathroom shelf

They’re not just chasing trends—they’re filling gaps nobody else bothered to.
[yourstory.com]
[ipocentral.in]

3.2 Retail and Online Presence

Right now, you’ll find Plush on the shelves of 500 retail outlets scattered across India’s major metros—think Bengaluru, Chennai, Mumbai, Delhi, and Hyderabad. But wait—they’re not stopping there. In six months, that number’s expected to quadruple to 2,000 stores. That’s a retail blitz if we’ve ever seen one.
[entrackr.com]
[businessoutreach.in]

4. Business and Revenue Model

4.1 Direct-to-Consumer Approach

Plush keeps its finger on the pulse by running a Direct-to-Consumer (D2C) model. Translation? They skip the middleman, sell straight to you online, and own every inch of the customer experience. That’s how modern brands win loyalty.

4.2 Revenue Streams

Most of their cash flow comes from product sales—both online and through retail partnerships. It’s not just about visibility; it’s about being where customers shop, scroll, and spend.

5. Funding and Financial Performance

5.1 Recent Funding Round

June 2025 marked a major milestone. ₹40 crore poured in, with Rahul Garg leading the charge. The supporting cast? Blume Founders Fund, OTP Ventures, Careernet, the Patni Family Office, Sumit Jalan, and Ajay Kumar Aggarwal. This puts their total funding at ₹66 crore. They’ve got runway, and they plan to use it.

5.2 Financial Metrics

In FY24, Plush’s revenue hit ₹28.87 crore—an 84% spike. Sure, they bled ₹4.4 crore, but that’s growing pains. They’re confident FY25 will bring in ₹65 crore. ARR already sits at ₹100 crore, and they’re EBITDA positive—a rarity in this space.

6. Market Analysis and Industry Trends

6.1 Growing Personal Care Market

The personal care industry in India isn’t just growing—it’s exploding. People are done with one-size-fits-all products and demand something better. Plush isn’t just riding that wave—they’re shaping it.

6.2 Shift Towards Clean and Effective Products

Let’s face it—today’s buyers are woke. They read labels, they Google ingredients, and they’re not afraid to ditch a brand that doesn’t live up to the hype. Plush leans into this with products that feel real, clean, and community-conscious.

7. Competitive Landscape

7.1 Direct Competitors

Plush doesn’t have the field to itself. The Moms Co., for one, is everywhere—10,000 stores and counting. But Plush has something many big players don’t: grit, relatability, and a modern voice that actually speaks to consumers.

7.2 Indirect Competitors

Then there are the usual FMCG giants—massive, traditional, and often out of touch. Plush doesn’t try to out-muscle them; they out-authentic them.

8. Strategic Growth Plans

8.1 Offline Expansion

Expanding from 500 to 2,000 stores in half a year? That’s not just growth—that’s a retail assault. Plush is betting that being physically available in more locations will crank up visibility and trust.
[entrackr.com]

8.2 Brand Building Initiatives

They’re not content with shelf space. Plush is planning brand-building campaigns that go deeper—connecting with customers through shared values and community vibes. It’s not just marketing; it’s movement-making.

9. Challenges and Opportunities

9.1 Navigating Market Competition

It’s noisy out there. Everyone wants a piece of the personal care pie. Plush needs to stay sharp, stay weird, and keep innovating if they want to keep the spotlight.

9.2 Leveraging Consumer Insights

What’s next? That depends on how well they listen. Customer behavior, feedback loops, social signals—this intel is gold. Plush has to mine it wisely if they want to lead the next phase.

10. Learning for Startups and Entrepreneurs

Want to take notes? Plush’s playbook offers some real takeaways:

• Customer-Centric Approach: Don’t guess. Talk to your users. Build what they actually want.
• Strategic Funding: It’s not just about raising money—it’s about using it with precision.
• Adaptability: If you can’t pivot, you’re toast. Stay alert.
• Brand Building: Your brand isn’t your logo. It’s what people feel when they see it. Make that feeling count.

About Foundlanes

At foundlanes.com isn’t just another aggregator—it’s a frontline resource for founders, VCs, and anyone curious about where startups like Plush are headed. If you want smart, timely takes on the Indian and global startup ecosystems—this is where you look.