Alia Bhatt has invested in Phool.co, a start-up backed by IIT-Kanpur that converts floral waste into charcoal-free luxury incense products. Founded in 2017 by engineering graduate Ankit Agarwal, Phool.co has also received Fair for Life – Fairtrade and Ecocert Organic & Natural certificates.

Using its ‘flowercycling’ technology, the start-up has also launched a product that it calls ‘Fleather’ an alternative to animal leather made with flowers.

Previously, Phool.co had raised $2 million in seed funding from the IAN Fund (New Delhi), Social Alpha FISE (Bangalore), Draper Richards Kaplan Foundation (San Francisco) and IIT-Kanpur.

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