The archive · Consumer Apps · Product decision · 2025–2026
Scrubsy bets Indians buy designed foam cleaners; $3M seed after 500,000 customers
D2C home-care brand founded in 2025 by Kartik Sibal and co-founders sells foam kitchen and footwear cleaners, claiming 500,000+ customers before its $3M seed.
Scrubsy
What the business is
Scrubsy, operating as BoldChem Science Pvt Ltd, is a Gurugram D2C home-cleaning brand making foam-based kitchen, bathroom and footwear cleaners, sold through its own website and major online marketplaces.
Starting capital：Nearly $3M (Rs 27 crore) seed round led by V3 Ventures, announced in August 2026; specific terms and valuation were not disclosed.
How it started
Kartik Sibal, Ishan Suri, Nitin Jain and Aditya Bhasin founded Scrubsy in 2025, after watching designed D2C brands win in Indian personal care and food while household cleaning stayed a market of unbranded commodity products. Their bet was that the same playbook could work for home care: foam-based cleaners for kitchens, bathrooms and footwear, sold under one brand on its own site and major marketplaces.
What happened
The company, which operates as BoldChem Science Pvt Ltd from Gurugram, says it added more than 500,000 customers within eight months of launch and recorded 100% year-on-year growth. In August 2026 it raised nearly $3M (Rs 27 crore) in seed funding led by V3 Ventures, and said the capital would accelerate product innovation, expand manufacturing and reach more Indian households, with new categories planned in car cleaners, laundry care and all-purpose home cleaning.
How it ended up
Scrubsy is live and scaling toward a stated target of Rs 100 crore in annualised revenue by FY28, a figure both Newzchain and DealStreetAsia report as the company's own goal.
Background
Scrubsy is a Gurugram D2C home-cleaning brand, operating as BoldChem Science Pvt Ltd, founded in 2025 by Kartik Sibal, Ishan Suri, Nitin Jain and Aditya Bhasin. It makes foam-based kitchen, bathroom and footwear cleaners and sells them through its own website and major online marketplaces.
The founding bet was that Indian home care was shifting from unbranded commodity products to designed, D2C-first brands, the same pattern that had already produced large outcomes in personal care and food. Scrubsy's answer was a named brand with foam formats engineered for ease of use, sold online where the brand and its margins are protected.
The company says it added more than 500,000 customers within eight months of launch and recorded 100% year-on-year growth, and in August 2026 it raised nearly $3M (Rs 27 crore) in seed funding led by V3 Ventures. The founders say the money will accelerate product innovation and manufacturing and expand reach to more Indian households.
Scrubsy's stated target is Rs 100 crore in annualised revenue by FY28, with planned expansion into car cleaners, laundry care and other all-purpose home cleaning lines. The story is early: the bet is that household cleaning, a category with strong repeat purchase, will support a premium D2C brand the way personal care already does.
What has to be true
- Indian home care is a large repeat-purchase market still dominated by unbranded commodity products, leaving room for a designed brand to take share.
- D2C-first distribution lets Scrubsy control pricing and margins in a category where offline retail had compressed both.
- Foam formats differentiate on experience, not just chemistry, giving a small startup a reason for consumers to switch from liquids they already buy.
- The India-Gulf corridor gives home-care brands export optionality, which Newzchain notes as part of the category's appeal to investors.
What can be applied
Import a proven playbook ahead of the category: Scrubsy borrowed personal care's D2C brand play for cleaning, where unbranded products left room to own the shelf.
Aftermath
As of September 2026 Scrubsy is scaling from Gurugram. After the August 2026 seed it says it added more than 500,000 customers within eight months of launch, reports 100% year-on-year growth, targets Rs 100 crore ARR by FY28, and plans new lines in car cleaners, laundry care and all-purpose home cleaning. Risks include marketplace dependence and fees, copycat brands, rising acquisition costs as it expands beyond early adopters, and whether repeat purchase justifies premium pricing.
Sources
- Scrubsy raises $3M seed funding from V3 Ventures for D2C cleaning brand
- V3 Ventures leads $3m funding in Scrubsy, and other India deals
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