Phool.co, an IIT Kanpur-backed D2C wellness company has raised funding from Alia Bhatt.

Thinking Legal advised Phool with a team led by Vaneesa Agrawal (Founder) and Vasuvita Singh (Senior Associate).

This deal is significant as Phool is creating innovative solutions for sustainable development from a Tier III city. Phool is a prime example of a startup that has environmental, social and governance (ESG) objectives at the core of its business.

Founded by engineering graduate Ankit Agarwal in 2017, Phool is focused on the circular economy which converts floral waste into charcoal free luxury incense products and other wellness products. The company has also developed 'Fleather' leveraging their flower cycling technology. This is a viable alternative to animal leather which was recently awarded PETA's best innovation in the Vegan World.

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