A Waterless Win for Personal Hygiene

Puneet Gupta (left) with actor Parineeti Chopra (center), who has also invested in Clensta. (Photograph courtesy Clensta)

In a world where water scarcity is an ever-growing concern, Clensta, a Haryana-based start-up is paving the way for conservation with its waterless hygiene products. Founded by Puneet Gupta, Clensta offers a waterless shampoo and a body bath, which promise to save up to 350 liters of water per 100 ml bottle. They work through a simple process of spraying, massaging and wiping.

Clensta was part of the second cohort at the Nexus Startup Hub, a partnership between the U.S. Embassy New Delhi and the Alliance for Commercialization and Innovation Research. Nexus connects start-ups, innovators and investors, offering access to networks, training, mentors and funding.

The commitment to sustainable hygiene has earned Clensta recognition and support, including a grant from USAID/India, through its SAMRIDH Healthcare Blended Finance Facility. This financial assistance is helping Clensta access capital to expand its sales force and establish direct distribution channels with well-known networks and partners.

The start-up also hopes to have a significant impact in the health care sector. By improving personal hygiene, Clensta’s waterless products can prevent hospital-acquired infections among patients. This can reduce average hospital stays and help alleviate the burden on health care infrastructure.

Excerpts from an interview with Gupta.

What inspired you to create a company that produces waterless hygiene products?
Water scarcity is a critical issue affecting many regions worldwide, including remote areas, hospitals and crisis situations. My experiences of working alongside health care professionals in rural India helped me understand the challenges of maintaining traditional hygiene practices due to water scarcity. This inspired me to create innovative and sustainable personal care products that would enable people to maintain hygiene without relying on water.

Can you name some of your most successful products? How do they work without water?
Some of our most popular products include the Waterless Body Bath and Waterless Shampoo. Both offer effective cleaning and sanitization without requiring water. The gentle foam of the body bath easily removes dirt and bacteria when applied directly to the skin. Our Waterless Shampoo works similarly, absorbing oil, and leaving the hair feeling clean and fresh. Both products are formulated with skin-friendly ingredients and are easy to use, making them ideal for various situations, from hospitals to outdoor adventures.

Beyond our waterless category, our Red Aloe Vera and Rosemary product lines have also gained significant traction. These products leverage the natural benefits of their ingredients to offer consumers enhanced skincare and wellness solutions.

Can you tell us about your training at the Nexus Startup Hub?
The training has been instrumental in shaping our company’s journey. It provided a comprehensive approach to business development, covering everything from market research and customer validation to financial modeling and fundraising strategies. These insights have been invaluable in refining our business plan and positioning our product in the market.

The program connected me with a diverse network of industry experts, fellow entrepreneurs and potential investors, which has been essential in securing partnerships, collaborations and guidance.

The hands-on workshops were particularly beneficial, as they allowed us to apply theoretical knowledge to practical business challenges and develop tailored solutions.

One of the standout features of the Nexus training was the access to seasoned mentors who provided personalized feedback and advice. Their mentorship was instrumental in overcoming hurdles and accelerating our progress.

Clensta’s Waterless Body Bath and Waterless Shampoo offer effective cleaning and sanitization without requiring water. (Photograph courtesy Clensta)

Tell us about the environment-friendly aspect of your products.
Our waterless products significantly reduce water consumption. We use biodegradable and ecofriendly ingredients in our formulations to minimize the impact on the environment.

Clensta products also exclude harmful ingredients known for their long-term side-effects. We prioritize the use of recycled plastic packaging to further reduce our ecological footprint. By integrating green practices throughout our product lifecycle, we strive to create solutions that benefit both people and the planet.

What were some of the biggest challenges you have faced?
There were several challenges, including developing a product that maintained the effectiveness of traditional hygiene products while being waterless. Extensive research and development were essential to create products that were both effective and safe for users.

Marketing the products has been particularly challenging, as it can be very expensive. We rely heavily on repeat purchases from satisfied customers. Additionally, leveraging the influence of our celebrity investor, Parineeti Chopra, has helped us reach a wider audience and build brand recognition.

Establishing a reliable supply chain and distribution network was crucial to ensure that our products reached those in need. This involved forging partnerships and establishing a strong presence in both urban and rural markets.

What are Clensta’s upcoming plans?
We aim to continue expanding our product range and reach and introduce more advanced and ecofriendly products. A data-led approach will guide our product development, ensuring we meet evolving consumer needs and preferences.

International expansion is also on the horizon, as we aim to bring our waterless technology to markets facing water scarcity challenges. Through collaborations with health care organizations and nongovernmental organizations, we hope to reach underserved communities.

We are also exploring digital platforms to educate and engage consumers. Our vision is to lead the sustainable personal care industry, driving positive change in health and hygiene practices worldwide.

Natasa Milas is a freelance writer based in New York City.