Tuco Intelligent, a kids’ personal care brand, raised $2 million in a seed funding round led by Fireside Ventures and Whiteboard Capital.
The round also saw the participation of the Ashish Goenka-led Suashish Group and angel investors like Vijay Nehra, Arjun Purkayastha, and early backers of brands like Mamaearth, Sugar, Pilgrim, Whole Truth and Mokobara.
Commenting on the funding, Aishvarya Murali, Founder & Chief Executive Officer, Tuco Intelligent, said, “I started Tuco Intelligent because I couldn’t find suitable solutions for my kids. From skincare made with beetroot and cocoa extract to deodorants crafted from rose water, these products are inspired by recipes from our grandmother’s kitchen. The sustainable mission of 100 per cent recycled plastic is dear to me and a guiding packaging philosophy in all ranges. We are excited to have the backing of fantastic investors who are in it to build a meaningful and sustainable business. With the strong traction we have seen for our range, we are now ready to scale.”
VS Kannan Sitaram, Co-Founder and Partner of Fireside Ventures, said, “The kids’ personal care market has remained largely untapped. While there are numerous brands for babies and adults, the 4-12 age group has limited options. We believe Tuco Intelligent, with its dedicated focus on this category, is well-positioned to serve the market. We were particularly impressed by their ability to build a strong base of repeat customers.”
Anshu Prasher, Partner at Whiteboard Capital, added, “Parents are increasingly looking for brands that understand the nuances of children’s skin and hair care, and Tuco Intelligent, with its natural, thoughtful approach, is uniquely positioned to meet this growing demand. The brand has experienced impressive growth over the past year, and we are excited to continue supporting them on this journey.”
Founded by Aishvarya Murali in 2023, Tuco Intelligent offers a range of natural and sustainable personal care products only for kids. The range includes soaps, lotions, creams, makeup and deodorants. All products are packaged in 100 per cent landfill and ocean-reclaimed plastic, aligning with the brand’s commitment to a greener planet for children.
The brand targets the unique personal care needs of kids aged 4 to 12, a demographic with growing needs at every stage. From ages 4 onward, kids start school and daycare and along with it comes grime, dandruff, sun exposure, etc. At ages 6 to 7, girls hanker after makeup, and at 8 to 9 years, pre-adolescent challenges like body odour, acne & oily skin emerge. Tuco Intelligent claims to address these growing needs with products made from natural, time-tested Indian ingredients like beetroot, turmeric, saffron, rosehip, reetha, etc. which are not only natural but also effective.
Tuco’s products are available on its website as well as on e-commerce platforms like Amazon, Flipkart, Myntra, Nykaa and Firstcry. Murali said that the products will be available on Zomato-owned Blinkit within a week.
Fireside Ventures, which has invested in brands like Mamaearth, boAt Lifestyle, Yogabar, and The Sleep Company, is known for backing high-growth consumer brands. Whiteboard Capital’s portfolio includes innovative companies such as Atomberg, Cred, Jupiter, and Daily Ninja.
