Alia Bhatt invests in a start-up that makes natural incense and bio-leather

Founded by engineering graduate Ankit Agarwal in July 2017, Phool.co is an innovative startup focused on the circular economy which converts floral waste into Charcoal free Luxury incense products and other wellness products.

Hyderabad: Phool.co, an IIT Kanpur-backed D2C wellness startup, today announced that Alia Bhatt is now an investor in the company.

Founded by engineering graduate Ankit Agarwal in July 2017, Phool.co is an innovative startup focused on the circular economy which converts floral waste into Charcoal free Luxury incense products and other wellness products.

The startup is also India’s first wellness brand to have Fair for Life- Fairtrade and Ecocert Organic & Natural certifications. With deep-tech research, the startup has also developed “Fleather” leveraging their flowercycling technology. 

Fleather is a viable alternative to Animal leather and  was recently awarded PETA’s best innovation in the Vegan World.

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Speaking on the latest investment, Alia Bhatt, who is known for her environmental initiatives, said, “Phool incense really stands out for its fine natural fragrances and amazing packaging. I admire the founder’s vision of making incense and bio-leather from recycled flowers that contribute to keeping our rivers clean, creating a humane alternative to leather, and providing employment to women in India’s heartland. I’m proud that these products are created in India and wowing the world and I’m thrilled to join the investors who are backing the company.”

Earlier this year, Alia Bhatt had also invested in Nykaa, the omnichannel lifestyle retailer stating the three reasons she chose the company were its Indian roots, its global scale and that it was founded by a woman.