The household cleaning market is currently dominated by copycat products from smaller brands, often with minor price differences. However, breaking this mold as India’s first vinegar and baking soda-powered cleaning product brands (under RAASO), SOVI & TYDI BOWL’s mission is to address a fundamental yet crucial need, delivering cleaning solutions that are highly effective, non-toxic, and safe. Three foundational principles- effectiveness, safety, and exceptional quality products -drive its innovation and product development.

“Since our inception in 2018, we have focused strongly on R&D to develop high-efficiency cleaning formulations, a commitment that continues to this day. We have created a solid range of high-quality cleaning and laundry products based on our proprietary formulations, rigorously tested in laboratories. Our emphasis on sustainable growth has led us to prioritize physical commerce and online marketplaces over unprofitable channels. Early achievements include gaining entry into Quick Commerce and selling over 40,000 bottles in the first year, with less than 5 percent spent on marketing. Our high repeat customer rate of 30–40 percent and consistently high ratings on online platforms have allowed us to establish a solid presence despite a competitive market”, shares Soni Shah, Founder.

Sustainability Practices

RAASO Cleaning Products is involved in the R&D, manufacturing, distri-bution, and marketing of household and professional cleaning and laundry products. Its product range includes floor cleaners, dish washing

liquids, laundry detergents, surface cleaners, toilet cleaners, multi purpose cleaners, pet cleaners, baby laundry products, and other specialty cleaners.

The USP of SOVI & TYDI BOWL lies in its innovative use of vinegar and baking soda as powerful, natural cleaning agents. This distinctive USP helps the brand stand out amidst similarly positioned eco-friendly cleaners. Its next-generation cleaning products feature unique formulations and packaging. The brand utilizes active ingredients, including coconut-based surfactants, water softeners, IRFA-certified fragrances, and food-grade colors, to create highly effective, non-toxic cleaning products. This approach combines the efficacy of traditional harsh chemicals with the benefits of eco-friendly ingredients, addressing both environmental concerns and consumer demands.

SOVI & TYDI BOWL wish to emerge as challenger brands in India’s high-growth cleaning & laundry market with high-quality, non-toxic, & uniquely formulated products

“For quality control, we conduct internal checks and certify products through third-party laboratories, testing them for biodegradability, toxicity, bacterial and fungal kill tests, and efficacy. The brand holds GMP, HACCP, ISO 9001, and HALAL certifications, ensuring rigorous standards. We emphasize using unique fragrances, effective raw materials, and innovative packaging, reflecting our commitment to high-efficacy products”, says Soni Shah.

Moreover, RAASO also prioritizes several sustainability practices to reduce environmental impacts. The company uses recyclable packaging and avoids plastic labels, opting for paper-based labels instead. It uses non-toxic ingredients, and many of its raw materials and fragrances come from suppliers with audited and recognized sustainable manufacturing practices.

Furthermore, the brand’s leadership team, headed by Founder Soni Shah, has established trust among clients and customers. Soni, a third-generation business owner from Siliguri, is hands-on with the business’ day-to-day operations. She manages comprehensive planning and engages with various channels to streamline execution while building SOVI & TYDI BOWL into solid brands in the home cleaning space.

Lastly, the brand has driven growth through a diverse distribution network, operating on quick commerce platforms, marketplaces, and its websites, and is currently expanding into physical retail. The plan includes enhancing physical distribution in India and exploring exports to the Middle East, along with private label and bulk manufacturing ventures. The future roadmap includes expanding the product portfolio to include innovative products targeted at kids and pets. The brand is currently conducting clinical trials and is in the final stages of testing, targeting new market segments with high anticipation.