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Phool — A Flower-Powered...

Phool — A Flower-Powered Revolution Worth $15 Million

Archana Chettiar
April 19, 2025

Over 8.4 tons of pesticide-laced temple flowers are dumped daily into the Ganges.
Marigolds and roses—once offered with folded hands and whispered prayers—rot by the riverside, their chemical dyes silently poisoning the holy water.

It’s a harsh contradiction. What begins as devotion ends as pollution. But one man chose to do something about it. He asked a powerful question: What if the same flowers that polluted our rivers could help clean them instead?

That spark of an idea blossomed into a revolutionary brand—one that not only protects sacred rivers but also empowers women and redefines sustainability and spiritual responsibility.

Are you curious how they turned sacred rituals into a sustainable revolution? Read on

On the Banks of Faith

Let’s rewind to a winter morning in 2015. It was Makara Sankranti, and Ankit Agarwal took his visiting friend to the bustling holy ghats of Ganga in Kanpur. Devotees dipped in the sacred river, offered flowers in prayer, and bottled the blessed water to take home.

Amidst the sacred rituals and spiritual energy, one image quietly stood out — heaps of temple flowers decomposing by the riverside, their chemical-laden colors slowly bleeding into the water.

That morning, the mission became clear: to honor the sacredness of these flowers and safeguard the purity of our rivers.

Firmly with a Purpose

The question stuck with Ankit, a young techie from Kanpur, long after his friend had flown back.

And instead of turning away, he turned his helplessness into hope. Phool (Hindi for flower) was born, not as a company but as a calling.

The mission was simple yet powerful: rescue discarded temple flowers and reimagine them into soulful, sustainable, and scalable products.

The Blooming Business Model

The business model of Phool is rooted in circular economy principles. They collect floral waste from temples and transform it into incense sticks, organic vermicompost, essential oils, soaps, biodegradable packaging, and vegan leather (Fleather™).

And here’s the heart— every product is crafted by women from vulnerable communities, many of whom were once manual scavengers.

Phool’s products aren’t mass-produced.. They’re designed in labs, perfected in R&D, and brought to life by human hands.

Their R&D department is the brain and soul of the company. Their obsession isn’t just selling but imagining what else a flower can become.

With Purpose

Phool’s revenue model isn’t about profit but impact. A box of 40–45 handcrafted incense sticks costs ₹165.

Yes, the margins are healthy. But customers aren’t just buying a stick of incense. They’re buying into a cause of clean rivers, empowered women, and second chances.

That Smells Like Fresh Ideas

Phool doesn’t shout from rooftops—they bloom on screens. Their digital-first marketing strategy integrates social media, search engine optimization, and trend-led content.

Phool’s content speaks the language of its urban, environmentally-conscious audience, from soothing unboxing videos to behind-the-scenes shots of women artisans at work.

A campaign that made waves? #PhoolWaliHoli, where Phool launched a line of Natural Gulaal made from 100% pure flower extracts to encourage chemical-free celebrations.

Mitti, Seed Paper & Other Earth-Loving Products

One of Phool’s proudest products is Mitti—a vermicompost made using enzymes and minerals, completely free of chemicals and carbon footprints. It’s a nutrient shot for your soil, all created through biological processes.

Then there’s the genius of seed paper packaging—inked with vegetable dyes and embedded with Tulsi seeds. Once your incense sticks are done, plant the box in the soil, water it, and a holy basil plant grows.

Even better? Scan the QR code on the box, upload your growing plant’s pic, and get exclusive discounts.

That Don’t Smell Like Roses

Phool’s journey hasn’t been scent-sational from the start. Collecting temple waste is challenging and unpredictable.

Over 800 million metric tonnes of floral waste are dumped into the Ganga annually. But Phool needs these flowers fresh to create incense.

And that means building a robust, timely, and efficient supply chain with temples across cities.

They’ve cracked part of the puzzle. But scaling it is still a daily hustle.

Fame and A Few Flower Crowns

Phool’s flower revolution caught the attention of investors and institutions alike.

Backed by $9.4 million in funding across four rounds, support from Bollywood actress Alia Bhatt, and guidance from IIT Kanpur, the brand has firmly planted its roots.

Their current revenue is estimated at $15 million, with a 130% YoY growth over the past two years. Phool is no longer a startup story but a global movement in the making.

Intent, Celebrated Worldwide

Phool’s journey of purpose and innovation has turned heads and the tide. Over the years, the brand has raked in a bouquet of prestigious awards and global recognition.

From receiving the United Nations Young Leaders Award for Sustainable Development Goals to the Momentum for Change Award at COP 2018, Phool has consistently been acknowledged for its commitment to sustainability.

In 2020, it was honored with the Asia Sustainability Award in Hong Kong, followed by the BIRAC Innovator Award 2021, presented by Venkaiah Naidu.

The brand has earned nods from global forums like the Wharton India Economic Forum, Falling Walls in Berlin, and Alquity’s Transforming Lives Awards in London, solidifying its place on the world stage.

For This Phool Force?

Phool has expanded operations across India, and global ambitions aren’t far behind. They’re eyeing countries like Bangladesh and Nepal, constantly innovating with vegan materials, conscious gifting kits, and carbon-neutral home products.

But what makes Phool magical is that they’re not just cleaning rivers or saving flowers—they’re redefining what devotion looks like in the 21st century.

So next time you light a Phool incense stick, remember—you’re not just smelling jasmine or lavender. You’re part of a revolution that blooms with every breath.

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Archana Chettiar

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.