D2C brand PUER has experienced remarkable growth from 2021 to 2024, boasting an average annual surge of 130%. The brand, which has a good hold in e-commerce platforms and quick commerce, has built a community of over 1 lakh loyal consumers who have shifted from chemical-based cleaning products to plant-based home care. Significant expansion has been concentrated in key metropolitan areas such as Delhi NCR, Mumbai, Bangalore, Chennai, and Pune.

PUER is planning to further boost its growth, with an anticipated 200% increase in year-on-year growth projected over the next three years, by using multi-channels like Modern Trade and starting with General Trade to make the products more accessible across India.

Ankit Daga, Co-Founder of Brand Nourish’s PUER shared, “The entire homecare market is about 53000 Cr. Among this, the persona of the customers is gradually shifting towards a more sustainable and conscious way of living in retrospect to lifestyle and all choices. PUER is driving the change, from conventionally chemical-based home cleaning into a safer and sustainable option by using plant-based ingredients. Our goal is to redefine the standards of homecare. We want to offer solutions that are not only effective but also free from harmful toxins. We want our customers to feel confident that they are making a positive choice for their homes and the environment.”

He further added, “PUER’s expertly formulated blends harness the power of plant-based enzymes to effectively combat dirt and stains, guaranteeing a pristine home environment while prioritizing safety and efficacy. Crafted with bio-enzymes and natural surfactants, the brand’s products are free from LABSA, bleach, sulphates, and phosphates. These products offer a cleaning experience without compromising on environmental or personal wellness.”

Drawing inspiration from the concept of ‘Do Better’, Brand Nourish introduced its PUER range, encompassing Home Care, Personal Care, and Baby Care essentials. In the same vein, ‘Do Better’ was also the key theme of the ‘Catch Up with Her’ video campaign that PUER launched featuring rapper ERP Iyer for International Women’s Day. The video celebrated the spirit of womanhood by showcasing how women are stepping up their game in every field and it’s men who need to ‘do better’ to catch up with them.

Shedding light on the brand’s products, within the home care lineup, PUER offers thoughtfully crafted liquid detergents, dishwashing gels, fabric conditioners, and floor cleaners. Meanwhile, the personal care selection includes gentle hand wash and liquid antiseptic solutions. Driven by a commitment to promoting the use of natural and nature-derived ingredients, the formulations of PUER’s products underscore the potency of these botanical treasures. This underscores the brand’s philosophy that efficacy doesn’t necessarily stem from harsh chemicals but rather from harnessing the power of nature’s bounty. Furthermore, PUER prioritizes sustainability. Their commitment is evident in their 100% recyclable packaging and their dedication to responsible sourcing practices.