Scrubsy, a young D2C home cleaning brand from Gurugram, has raised Rs. 27 crore, or around $3 million, in seed funding from V3 Ventures. The startup operates under BoldChem Science Pvt. Ltd. and sells cleaning products for kitchens, bathrooms and footwear.

The funding is interesting because home cleaning is usually seen as a traditional FMCG category. Most Indian homes still buy familiar names from supermarkets, kirana stores or quick-commerce apps. Scrubsy is trying to enter that habit-driven space with foam-based products, in-house manufacturing and a direct connection with customers.

For a startup founded only in 2025, this round gives Scrubsy money to expand faster. But more importantly, it gives the brand a chance to prove that Indian households are ready to try newer cleaning products if they solve daily problems better.

What does Scrubsy do

Scrubsy makes home cleaning products that focus on ease of use. Its current lineup includes foam-based kitchen cleaner, bathroom cleaner, footwear cleaner and an all-purpose cleaner.

The brand’s main idea is simple. Instead of asking users to scrub hard or use multiple products for small cleaning tasks, Scrubsy wants people to spray foam, wait for a short time and wipe the surface clean. This is aimed at everyday problems like greasy kitchen tiles, dirty gas stove areas, stained washbasins, bathroom grime and dusty shoes.

On its website, Scrubsy highlights foam as its core format. The company says the foam sticks to surfaces, breaks down grease and helps clean without heavy effort. This matters because many Indian kitchens deal with oil, masala stains and sticky chimney surfaces. A product that reduces scrubbing can become useful for both families and working professionals.

Scrubsy founders and founding year

Scrubsy was founded in 2025 by Kartik Sibal, Ishan Suri, Nitin Jain and Aditya Bhasin. The company is based in Gurugram and is operated by BoldChem Science Pvt. Ltd.

The founding team is building the company around in-house product development, formulation and manufacturing. That is a key part of the story because many D2C brands outsource manufacturing to third-party factories.

In simple words, Scrubsy wants more control over what it makes, how it tests products and how quickly it can improve formulas based on customer feedback.

Funding details and lead investor

Scrubsy has raised Rs. 27 crore, roughly $3 million, in seed funding. The round was led by V3 Ventures, an early-stage consumer-focused investment firm backed by Verlinvest.

V3 Ventures invests in consumer businesses across areas like beauty, wellness, food, drinks, lifestyle and home categories. In India, its portfolio includes brands such as Ugaoo, Deconstruct, Salad Days, Go Zero and The Hosteller.

For Scrubsy, this funding is expected to support manufacturing expansion and business growth. That means the startup may use the money to increase production capacity, improve product development, strengthen operations and reach more customers.

Why this funding matters

Home cleaning is not a new category. That is exactly why Scrubsy’s funding stands out.

In a category full of old buying habits, a new brand has to work harder. People do not switch bathroom cleaners or kitchen cleaners every week just for fun. They change only when a product feels clearly better, easier, safer, cheaper or more convenient.

Scrubsy is betting on performance. If a customer sprays a cleaner on a greasy kitchen wall and sees visible results quickly, that person may buy again. If the product disappoints, the customer will go back to a known brand.

This is why in-house manufacturing can become useful. When the company controls its own formulation and production, it can test changes faster. For example, if customers say a foam works well on tiles but not on chimneys, Scrubsy can study that feedback and improve the product.

The startup also says it uses AI to study customer reviews and identify common cleaning problems. That does not mean the product is made by AI. It simply means the company can scan customer feedback at scale and spot patterns. If many buyers complain about grease, smell, stains or packaging, the team can use that information while building the next version.

Aim and purpose of Scrubsy

Scrubsy’s aim appears to be making home cleaning simpler, faster and less tiring for Indian households.

Its purpose is not only to sell another cleaner bottle. The brand is trying to create products around real pain points. A kitchen cleaner should work on oily Indian cooking stains. A shoe cleaner should help people maintain sneakers without sending them for professional cleaning. A bathroom cleaner should handle daily stains without making the task feel like a weekend punishment.

This is where D2C gives Scrubsy an advantage. A direct-to-consumer brand can learn from reviews, repeat orders, complaints and customer messages. It does not have to wait only for distributor feedback. That closeness to customers can help a startup build sharper products.

The challenge, however, is scale. Selling online is easier than building trust across millions of homes. Scrubsy will need consistent product quality, sensible pricing, strong supply chain and clear communication.

Competitors in the home cleaning market

Scrubsy will face two types of competitors.

1. The first group includes large FMCG brands such as Harpic, Lizol, Cif, Colin and similar household names. These brands have deep distribution, strong recall and years of trust. They are already present in supermarkets, kirana stores and quick-commerce platforms.
2. The second group includes newer home care and D2C brands such as Koparo, Beco and Born Good. Koparo operates in home cleaning and personal hygiene, while Beco focuses on eco-friendly home and personal care products. Born Good is known for plant-based home cleaners.

Scrubsy’s edge may come from its foam-first approach and its focus on in-house manufacturing. But competitors are not standing still. Many brands are already talking about safer ingredients, plant-based products, better fragrance and convenience. Scrubsy will need a clear reason for customers to choose it again after the first trial.

What can happen next

After this seed funding, Scrubsy may expand its manufacturing setup and add more products. It may also spend more on brand building, online ads, quick-commerce visibility and marketplace sales.

Quick commerce could become important. Many home cleaning purchases happen when the product runs out suddenly. If Scrubsy is available on fast delivery platforms, it can become part of urgent household shopping.

Offline retail may also matter later. In India, cleaning products are still bought heavily through local stores. A D2C-first brand can start online, but long-term growth in home care often needs wider distribution.

Conclusion with key takeaways

Scrubsy’s Rs. 27 crore seed funding led by V3 Ventures shows that investors are still interested in practical D2C brands that solve daily household problems. The startup is young, but it is entering a large category where better products can win repeat customers.

Key takeaways –

1. Scrubsy raised Rs. 27 crore, around $3 million, in seed funding from V3 Ventures.
2. The startup was founded in 2025 by Kartik Sibal, Ishan Suri, Nitin Jain and Aditya Bhasin.
3. Scrubsy makes foam-based cleaners for kitchens, bathrooms, footwear and multiple surfaces.
4. The funding will support manufacturing expansion and business growth.
5. Its main challenge will be competing with trusted FMCG brands and newer D2C home care startups.

Facts Input- Startupstorymedia