September 24th, Bangalore: Tuco Intelligent, a kids’ personal care brand, today announced that it has raised $2 million in a seed funding round led by Fireside Ventures and Whiteboard capital. The round also saw 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.

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% landfill and ocean-reclaimed plastic, aligning with the brand’s commitment to a greener planet for children.

The range targets the unique personal care needs of kids aged 4-12, a demographic with growing needs at every stage. Ages 4 onward, kids start school and day care and along with it comes grime, dandruff, sun exposure, etc. At age 6-7, girls hanker after makeup, and at 8-9 years, pre-adolescent challenges like body odour, acne & oily skin emerge. Tuco Intelligent addresses 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.

Commenting on the funding, Aishvarya Murali, Founder & CEO, Tuco Intelligent said, “I started Tuco Intelligent because I couldn’t find suitable solutions for my own 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% recycled plastic is dear to me and a guiding packaging philosophy in all ranges. We’re excited to have the backing of fantastic investors who are in it to build a meaningful and sustainable business. With the strong traction we’ve seen for our range, we’re 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.”