New-Age Brand Plush Raises ₹40 Crore to Dominate India’s Self-Care Market Move over, legacy beauty brands—there’s a new challenger in town, and it just got a ₹40 crore
Move over, legacy beauty brands—there’s a new challenger in town, and it just got a ₹40 crore boost.
Fast-growing personal care startup Plush has raised a fresh round of ₹40 crore in growth capital, in a funding blitz led by Rahul Garg and backed by big-name investors including Blume Founders Fund, OTP Ventures, Careernet, the Patni Family Office, and more.
From period care to intimate wellness, hair removal to everyday self-care, Plush is building a beauty empire for the next generation—and it’s doing it fast, profitably, and with some serious investor firepower.
Founded in 2019 by Prince Kapoor and Ketan Munoth, Plush was born with a bold mission:
Make personal care cleaner, smarter, and more relatable for modern consumers.
And they’ve stayed true to that vision—delivering sleek, affordable, and high-quality essentials that appeal to India’s urban, young, and health-conscious demographic.
But don’t confuse this with just another D2C brand.
Plush isn’t here to play small.
Yes, you read that right. They’re profitable at the EBITDA level and growing at lightning speed. That’s a rare combo in today’s startup landscape.
This round wasn’t just big—it was strategic.
Plush already counts Ashish Dhawan, Sujeet Kumar (Udaan), Gaurav Munjal (Unacademy), and Anyaa Ventures among its early believers.
Translation: some of India’s smartest startup minds are backing this rocket ship.
Plush isn’t just betting on one vertical. It’s building a category-defining portfolio that includes:
The brand is positioned at the intersection of clean beauty, personal wellness, and sustainable choices—making it a perfect fit for India’s Gen Z and millennial consumers.
Plush isn’t keeping quiet about what’s next. The funding will go toward:
In short: next-level growth, across the board.
Plush may have posted a ₹4.4 crore loss in FY24, but don’t let that fool you—it’s a strategic investment phase, not a sign of weakness.
With margins improving and a strong product-market fit, the brand is now on a clear path to profitability—even while aggressively scaling. Its ARR of ₹100 Cr and EBITDA-positive model prove the fundamentals are solid.
India’s personal care market is booming—and legacy FMCG giants are being shaken up by agile, digital-first, experience-led brands like Plush.
Consumers are ditching mass-market products in favour of:
Plush sits at the heart of this revolution—and it’s perfectly positioned to ride the wave.
With a powerful product lineup, cult-like customer following, and deep investor confidence, Plush is no longer just a new-age brand—it’s a serious contender in India’s $20B+ personal care industry.
Watch this space—because Plush is about to become the name you see on every shelf, screen, and shopping cart.
