For most Indian households, cleaning has meant harsh chemicals, generic fragrances, and purely functional packaging. Purecult set out to change that narrative.
Founded in 2020, the brand has quickly established itself as India’s first premium homecare label, blending lab-tested performance, fragrance-forward formulations, and design-led packaging to redefine how modern homes experience clean.
Purecult’s story begins not in a lab or a boardroom, but at Bengaluru’s Bellandur Lake – infamous in 2017 for its toxic froth and fires, a crisis fuelled by untreated sewage and chemical detergents.
That moment became the catalyst for Purecult’s mission: to create cleaners as effective as conventional products, yet as safe and refined as luxury skincare.
Purecult’s philosophy is captured in a single line: “Skincare for your home.”
Like premium skincare, each product is anchored in three pillars:
Standing Apart in a Crowded Market
India’s homecare segment has seen a wave of eco-friendly entrants, many competing on price or “toxin-free” claims. Purecult has built defensible moats instead:
This strategy has delivered results: in just four years, Purecult has reached 1,50,000+ households, with repeat rates on par with legacy FMCG giants.
Winning the Right Household
Purecult resonates with affluent, design-conscious, performance-driven families — households that invest in premium living and expect the same quality from their homecare. Campaigns focused on fabric safety and colour protection have strengthened recall and loyalty.
Backed by venture capital and angel investors, Purecult has scaled quickly while preserving its premium ethos:
As co-founders Suraj and Sumit note, “Growth is important, but trust is non-negotiable. Every household we serve must experience the same consistency, safety, and care that defines Purecult.”
Purecult is exploring newer, premium categories, and also is set to go live with a couple of major brand partnerships.
At its core, Purecult is shifting cleaning from a chore to a conscious ritual of luxury. As the brand defines it:
“We don’t just make cleaners. We make experiences, crafted for the modern Indian household.”
By uniting science, fragrance, and design, Purecult is creating a category of its own: where luxury meets performance, and where clean finally feels beautiful.
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