What Woosh does

Woosh is an Indian home-care and laundry brand that manufactures and markets a broad portfolio of cleaning products — detergent powders (Woosh Fab!, Ultra, Super, Germ Wash, Action+, WashMagic), liquid detergents, detergent cakes, dishwash liquids and bars (including a patented-coated bar), fabric conditioners (Fabrique, Winter Soft), glass and floor cleaners (Eclatere, Flow), toilet cleaners, and hand sanitizers. The brand is owned and operated by Harsh Clean Dhan Pvt. Ltd., a subsidiary of Indian conglomerate The Mahak Group, and is headquartered in Karol Bagh, New Delhi, with operations staffed by 501–1,000 employees.

The company sells primarily through its own e-commerce storefront at woosh.in, supplemented by Flipkart and Amazon India for national online reach and a dedicated Bulk Buy / Trade Enquiry program for B2B buyers. Products are priced at the entry-level end of the Indian FMCG spectrum (typical SKUs ₹10–₹500), targeting budget-conscious Indian households with specialized SKUs for distinct occasions (posh clothes, woollens, home linen, whites, kitchen grease, bathroom disinfection). The brand emphasizes category-first product introductions — including home linen wash and fabric perfume balls — as differentiation in a copy-prone segment.

The business model is straightforward consumer packaged goods (CPG) sales: one-time unit purchases via direct e-commerce and marketplace channels, with free shipping above ₹499 and 5–7 day delivery across India. Woosh is privately held, parent-backed by Mahak Group, with no equity funding rounds disclosed. The leadership rests with Yogesh Jain, whose 25+ year FMCG background underpins the company's formulation and distribution expertise. The company invests in digital brand-building via content marketing, social media, and SEO across Facebook, YouTube, Twitter, and Instagram.

Name

Woosh

Legal name

Harsh Clean Dhan Pvt. Ltd.

Website

https://woosh.in

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Woosh is an Indian home-care brand owned by Harsh Clean Dhan Pvt. Ltd. (Mahak Group) that manufactures and sells budget-priced detergent powders, liquid detergents, dishwash products, fabric conditioners, and household cleaners to Indian households via woosh.in, Flipkart, and Amazon.

Ownership category

akta.pro rank

Product category

Home Care and Laundry FMCG

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB), Delicates & Specialty Fabric Wash (Wool, Silk, Baby) (CRAJAAAG), Dry Cleaning & Laundry Additives (Dryer Sheets, Anti-static, Ironing Aids) (CRADAKAE)

Keywords

• Laundry detergent
• Home cleaning products
• Dishwash solutions
• Floor and toilet cleaners
• Fabric care products

Headquarters

HQ city

Karol Bagh

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer packaged goods sales: Direct sales of cleaning and laundry products to consumers through e-commerce website and online marketplaces. Products include detergent powders, liquid detergents, dishwash products, fabric conditioners, floor cleaners, toilet cleaners, and hand sanitizers sold in various sizes and packaging options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Woosh manufactures and sells a full range of home care and laundry FMCG products including detergent powders, liquid detergents, detergent cakes, liquid dishwash, dishwash bars, disinfectant floor and toilet cleaners, glass cleaners, hand sanitizer, and fabric conditioners/softeners. The portfolio is targeted at Indian households seeking affordable yet premium-quality cleaning solutions for laundry, kitchen, and surface cleaning needs, with specialized formulations for different fabric types including woollens and home linen.

Product overview

Woosh is a comprehensive home care and laundry product brand manufactured and marketed by Harsh Clean Dhan (P) Ltd., operating under the Mahak Group umbrella. The product portfolio spans laundry care (detergent powders, liquid detergents, and detergent cakes), dish care (liquid dishwash and dishwash bars), and household cleaning (floor cleaners, toilet cleaners, and glass cleaners). The core laundry range includes Woosh Fab Wash Detergent Powder, Woosh Ultra Detergent Powder, Fab Wash Liquid Detergent, and Woosh Easy Soft Liquid Detergent. The dish care line features Woosh Pur Liquid Dishwash and Woosh Lemon Dishwash Bar. Home cleaning products include Woosh Disinfectant Floor Cleaner, Woosh Flow Disinfectant Toilet Cleaner, and Woosh Eclatere Glass Cleaner. Specialty fabric care products like Woosh Winter Soft, Woosh Fab Feel, and Woosh Fabrique Fabric Conditioner complement the main offerings. The brand positions itself as a budget-friendly yet premium-quality cleaning solutions provider for Indian households.

Differentiator

Problem solved

Functional benefit

Brands

• Woosh Fab!: Premium detergent powder product line for posh clothes with superior stain removal
• Woosh Winter Soft
• Woosh Fab! Feel
• Woosh Fabrique
• Woosh Pûr
• Woosh WashMagic
• Woosh Germ Wash
• Woosh Action+
• Woosh Ultra
• Woosh Super
• Woosh Flow
• Woosh Eclatere
• Woosh Swipe White
• Woosh Easy Soft

Products and services

• Woosh Fab Wash Detergent Powder Premium detergent powder designed to remove all stains from clothes to give a fabulous washing experience, suitable for various laundry needs including expensive/posh clothing.
• Woosh Ultra Detergent Powder Concentrated budget-friendly detergent powder offering effective cleaning for everyday laundry with cost-efficient dosing — 1 scoop equals 2 scoops of ordinary handwash detergent.
• Woosh Action+ Active Powder Active detergent powder formulated for dishwashing applications with enhanced grease-cutting performance.
• Woosh Germ Wash Detergent Powder Detergent powder with germ-fighting properties designed to sanitize laundry during the wash cycle.
• Fab Wash Liquid Detergent Multi-purpose liquid laundry detergent suitable for both machine and hand washing, with machine care technology that ensures residue-free dissolution in high-water top-load washing machines and prevents pipe clogging or scaling.
• Woosh Easy Soft Liquid Detergent Fabric-friendly liquid detergent for handwash and machine use, designed for tough stain removal, better color care, and gentleness on clothes.
• Woosh Pur Liquid Dishwash Liquid dishwashing solution crafted with a potent blend of plant-based ingredients, effective in tackling grease while gentle on hands; available in Lemon & Pomegranate, Lemon, and Lemon & Tulsi fragrance variants in 120ml to 500ml sizes.
• Woosh Detergent Cake Bar-form detergent cake with distinctive formula providing reduced melting in water, enhanced stability, and longer lifespan for hand-washing experience; sold in multi-pack cartons for trade and bulk buyers.
• Woosh Lemon Dishwash Bar Lemon-infused dishwash bar with antibacterial properties that removes tough food stains and grease from utensils including stainless steel, ceramic, and non-stick cookware; features a patented plastic coating at the base that resists sogginess for longer lifespan.
• Woosh Disinfectant Floor Cleaner Floor cleaner offering 99.9% protection against germs and bacteria; eliminates stains, eradicates bacteria, and deactivates germs without leaving sticky residue; available in Rose, Lemon Power, Original, and Lavender variants.
• Woosh Flow Disinfectant Toilet Cleaner Germ-killing disinfectant toilet cleaner that removes tough stains and lime scale buildup; thick liquid clings from rim to U-bend and kills 99.9% of germs; strategically bent bottleneck enables cleaning of deep corners; available in Original, Orange, and Rose variants in 500ml and 5L sizes.
• Woosh Eclatere Glass Cleaner Glass cleaner providing three-times more shine on glass surfaces with strong cleansing action and fragrant formula; available in Blue and Orange variants in 500ml size.
• Woosh Hand Sanitizer Hand sanitizer eliminating 99.9% of germs on contact with a non-sticky, rinse-free formula for everyday hand hygiene maintenance; available in sizes ranging from 1005ml to bulk packaging.
• Woosh Winter Soft Specialized detergent for delicate winter woollens, providing a soft feeling and special care for seasonal fabric wear.
• Woosh Fab Feel Home Linen Wash Specialized home linen wash product (introduced for the first time in India) that gives precious bedsheets, curtains, and cushion covers the specialized care they deserve.
• Woosh Fabrique Fabric Conditioner Fabric conditioner that protects fabrics from damage and gives clothes a new-like shine while providing softness for laundered garments.

Quantifiable outcome

• 99.9% germ protection against germs and bacteria with Woosh Flow Disinfectant products
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature13 records

Partnerships

Two partnerships are on record, tiered core.

• FlipkartcoreChannel Partner/ Reseller/ DistributorWoosh products are available for sale on Flipkart marketplace, one of India's major e-commerce platforms. This partnership expands Woosh's online reach to Flipkart's customer base across India.
• Amazon IndiacoreChannel Partner/ Reseller/ DistributorWoosh products are available on Amazon India marketplace, providing additional online distribution channel and access to Amazon's nationwide delivery infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Nirma: Iconic Indian detergent brand (Nirma washing powder) and broader home-care manufacturer. Direct competitor in the mass-market detergent powder segment where Woosh Ultra and Super Woosh compete on price-conscious positioning.
• Ghari Detergent (RSPL Group): India's largest-selling detergent powder brand by volume (Ghari), manufactured by RSPL Group. Highly comparable mid-tier Indian detergent competitor with strong value-positioning analogous to Woosh Ultra and Super Woosh.
• Jyothy Labs: Mumbai-listed FMCG player behind Ujala, Henko, Pril, and Maxo — directly comparable Indian home-care and fabric-care competitor with similar scale and category overlap to Woosh.
• Henkel India (Henko, Vernel): Indian operations of German FMCG major; markets Henko (fabric care detergent) and Vernel (fabric conditioner) — directly comparable to Woosh's fabric-conditioner and specialty detergent offerings.
• Wipro Consumer Care & Lighting: Indian FMCG subsidiary marketing Santoor, Safewash (detergent), and other home-care brands. Closely comparable mid-sized Indian competitor with a focus on personal and home care, similar distribution approach.

Broad incumbents

• Godrej Consumer Products: Listed Indian FMCG major with significant presence in household insecticides, personal care, and home cleaning (including Cinthol, Hit, Ezee). Overlapping distribution footprint and target households with Woosh.
• Hindustan Unilever: India's largest FMCG company and the dominant player in laundry detergents (Surf Excel, Rin, Wheel) and home cleaners (Vim, Domex). Direct competitor to Woosh across virtually every product category, with vastly superior scale, distribution, and advertising budgets.
• Dabur India: Large Indian FMCG company with home-care and personal-care lines (Dabur Sanitize, Odonil). Comparable mid-market Indian consumer brand with similar omnichannel distribution strategy and budget-conscious positioning.
• Procter & Gamble India: Indian arm of global FMCG major; markets Tide and Ariel in laundry detergents alongside home care. Comparable in product mix (laundry, dish, surface cleaning) and shares the Indian household target segment with Woosh.

Emerging players

• Mamaearth (Honasa Consumer): Indian DTC personal and home-care brand built on natural/plant-based positioning, similar to Woosh Pür's plant-based dishwash angle. Comparable digitally native brand targeting young urban Indian households.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/wooshpower
• YouTubeyoutube.com/channel/UCobVxpLhvt85F0QdQp6Ol8g
• Facebookfacebook.com/wooshpower
• Instagraminstagram.com/wooshpower
• LinkedInlinkedin.com/company/wooshpower

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Woosh