MAM
Vanish promises ‘Dry Clean Like results’
NEW DELHI: Are you sceptical when it comes to sales spiel guaranteeing magically whiter and brighter clothes? Now you can be the judge yourself. Stain removal brand Vanish has joined hands with Avataar.Me to create an immersive Augmented Reality (AR) experience for its consumers, enabling them to find out if the stain remover indeed delivers ‘dry clean like results at home’.
The new campaign is based on a study conducted by an external research agency: whether consumers prefer dry cleaning or washing clothes at home. The study found that consumers used dry-cleaning solutions to keep their clothes looking newer for longer. After several rounds of rigorous testing, results indicate that Vanish liquid/powder, when used with regular detergent, provides dry clean like results at home. The stain remover makes your garments look brighter and whiter after every wash, while being gentle and safe on them.
Commenting on the campaign launch, Reckitt Benckiser (Vanish’s parent company) hygiene- South Asia CMO and marketing director Sukhleen Aneja highlighted the fact that they are the first in the segment to introduce a real time immersive demo experience for consumers.
“Consumer needs and demands evolve especially as they adjust to the new normal. Vanish provides ‘dry clean like results at home’ by whitening, brightening and removing stains. This is a perfect solution for consumers who can take care of their everyday clothing and make their clothes last longer while looking brighter and whiter,” she said.
RB hygiene, south Asia director Skand Saksena said the Vanish campaign is all about the maxim ‘seeing is believing’ and showcases the product's efficacy through live demos.
The digital AR experience will go live in November, added Aneja.
Vanish in both powder and liquid formats is available across the country in modern trade stores, e-commerce sites and local kirana stores. It is priced starting Rs. 59 onwards.
Last year, the brand relaunched the stain-removal laundry product, in line with its strategy to offer premium products to tap into emerging segments. The FMCG major is known for its brands such as Harpic and Lizol household disinfectant.
In 2019, Anglo-Dutch company Reckitt Benckiser had launched its global liquid laundry brand Woolite in India, apart from introducing a chemical-free range of soaps and hand washes under brand Dettol.
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
