India’s personal care market is witnessing a new wave of innovation, driven by brands that are moving beyond conventional formats to address local needs and preferences. Joining this emerging cohort is Laani, a new-age personal care brand that has raised ₹9.1 crore ($970K) in a pre-seed funding round.
The round was led by V3 Ventures and Saama Capital, with participation from notable industry leaders including Arjun Purkayastha, Manish Taneja, Kunal Bahl, and Aneesh Sheth.
A New Approach to Personal Care
Founded in 2024 by Nirja Bhatt, Laani is building a personal care brand rooted in consumer insights and India-specific needs.
Before launching, the company conducted research with over 500 women across digital communities to better understand gaps in the market. The findings pointed toward a demand for more effective, user-friendly, and climate-suited personal care solutions particularly in categories that have remained largely unchanged for years.
This insight-driven approach is shaping Laani’s product philosophy: creating innovative formats tailored for Indian lifestyles and weather conditions.
Reinventing Everyday Essentials
Laani has entered the market with its Clear Deodorant Stick, offering an alternative to traditional roll-ons and aerosol sprays. The product is designed to provide up to 24-hour odour control, while addressing common consumer concerns such as residue, staining, and discomfort associated with existing formats.
By focusing on functionality and user experience, the brand aims to reimagine everyday personal care products rather than simply competing within existing categories.
Backed by Strategic Investors
The participation of experienced operators and investors from companies like Reckitt, Purplle, and Snapdeal highlights growing confidence in emerging D2C personal care brands. These investors bring not just capital but also deep expertise in consumer behavior, brand building, and distribution, which could play a crucial role in Laani’s early growth journey.
Scaling Through Innovation and Expansion
The newly raised capital will be deployed across three key areas:
- Brand building, to establish a strong identity in a competitive market
- Research and development, to continue innovating product formats and formulations
- Portfolio expansion, as Laani plans to enter additional personal care categories
The company is particularly focused on developing products that are adapted to Indian climate conditions, an often overlooked factor in global product formulations.
Riding the D2C Personal Care Wave
Laani’s launch comes at a time when India’s direct-to-consumer (D2C) personal care segment is rapidly evolving. Consumers are increasingly seeking specialized, transparent, and high-performance products that cater to their specific needs. Rather than competing solely on price or branding, new entrants are differentiating themselves through product innovation, community-driven insights, and localized solutions.
The Road Ahead
As Laani begins its journey, its focus on research-backed innovation and differentiated product formats positions it well within the next generation of Indian personal care brands. With strong investor backing and a clear understanding of consumer pain points, the startup aims to build a scalable, insight-driven brand that resonates with modern Indian consumers.
In a market crowded with legacy products, Laani’s approach signals a broader shift where understanding the consumer deeply becomes the foundation for building the next big personal care brand in India.
By: Vanshika Tayal
