India’s fast-evolving D2C ecosystem India is witnessing another major growth story as sustainable home fragrance and biomaterials startup Phool.co reported a 54 percent surge in revenue to ₹77 crore in FY25, while also turning profitable after previously reporting losses. The brand, which has also attracted investment from actor and entrepreneur Alia Bhatt, continues emerging as one of the most recognised sustainable D2C brands India within the country’s rapidly growing direct-to-consumer India landscape.
According to the company’s financial statements sourced from the Registrar of Companies, Phool.co’s revenue increased significantly from ₹50 crore in FY24 to ₹77 crore in FY25. Revenue from operations stood at ₹76.5 crore compared to ₹48.7 crore in the previous fiscal year, reflecting a strong 57 percent increase driven by rising consumer demand, expanding product adoption, and growing traction across digital-first channels.
The strong performance places Phool.co among the fastest-growing D2C brands scaling in 2025 and reflects broader D2C market trends 2025, where sustainability, wellness, and conscious consumption are becoming central themes across India’s D2C business India ecosystem. Across Indian D2C updates and D2C startup news, consumers are increasingly shifting toward eco-friendly, premium, and purpose-led products, creating significant opportunities for innovative D2C brands India.
Founded in 2017 by Ankit Agarwal under Kanpur Flowercycling Private Limited, Phool.co is widely known for pioneering its “flowercycling” technology, which converts floral waste collected from temples into charcoal-free luxury incense and eco-friendly lifestyle products. The company’s portfolio today includes incense sticks, cones, bambooless incense sticks, hawan cups, mosquito repellents, and car fresheners — categories witnessing strong traction across India’s premium D2C brands India segment.
Phool.co’s profitability milestone is equally significant. The company reported a profit of ₹2.5 crore in FY25, marking a strong turnaround from a loss of ₹5 crore in FY24. The improvement highlights stronger operating leverage, improving unit economics, and more disciplined scaling — key areas increasingly shaping D2C investor insights, D2C funding news, and discussions around VC-backed D2C brands in India.
The company’s total expenditure rose 36 percent to ₹75 crore in FY25 from ₹55 crore in FY24 as it continued investing aggressively in growth, product innovation, and brand building. Advertising and marketing expenses surged 54 percent to ₹16.2 crore, underlining the growing importance of influencer marketing for D2C, omnichannel D2C strategy, and digital-first consumer acquisition in India’s highly competitive consumer market.
At the same time, Phool.co improved efficiency metrics significantly. The company spent ₹0.98 to earn every rupee in FY25 compared to ₹1.13 in FY24, reflecting improving financial discipline and scalable growth execution. Investors across India’s D2C funding rounds ecosystem are increasingly prioritising sustainable profitability alongside revenue growth, especially among premium and wellness-focused direct-to-consumer India startups.
The rise of Phool.co also reflects how D2C brand building stories are evolving across India. Beyond products, modern D2C brands are increasingly being built around sustainability, emotional storytelling, wellness, spirituality, and conscious consumer behavior India trends. With strong sustainability positioning and differentiated product innovation, Phool.co has built strong visibility within India’s premium home care and lifestyle ecosystem.
As India’s sustainable consumer market expands rapidly, categories like eco-friendly home fragrance, wellness products, premium incense, and conscious lifestyle goods are witnessing rising urban demand. Increasing environmental awareness, premiumisation, and digital commerce adoption continue reshaping the direct-to-consumer India market.
Phool.co’s strong FY25 performance highlights what’s happening in India’s D2C space today. Purpose-led startups combining sustainability, innovation, and scalable D2C business models are emerging as major growth drivers across India’s evolving consumer economy. With strong revenue growth, improving profitability, and rising brand visibility, Phool.co is steadily strengthening its position among India’s leading sustainable D2C brands.
