In a world grappling with the environmental consequences of single-use plastics, Aditya Ruia, co-founder of Beco, has emerged as a visionary entrepreneur dedicated to making sustainability accessible, affordable, and effective. Founded in 2019 alongside Akshay Varma and Anuj Ruia, Beco is a Mumbai-based, eco-friendly consumer goods brand that is redefining the fast-moving consumer goods (FMCG) sector by offering biodegradable and sustainable alternatives to everyday essentials. Aditya’s journey, marked by a pivotal moment during a beach clean-up, has positioned him as a key figure in India’s sustainability movement, earning him recognition on Forbes 30 Under 30 and driving Beco’s mission to create a cleaner, greener future.
The Genesis of Beco: A Moment of Enlightenment
The story of Beco began with a striking realization during a routine beach clean-up in Mumbai in 2019. Aditya, along with his co-founders Akshay Varma (an IIT-Madras alumnus) and Anuj Ruia (a former P&G professional), stumbled upon a plastic chocolate wrapper from a brand discontinued in the 1990s. The discovery that a small piece of plastic could persist for decades was a wake-up call for the trio. “Every plastic article we use will come back to us in the future,” Aditya noted, encapsulating the harsh reality that inspired Beco’s inception.
This moment of clarity led to the creation of Beco, a company focused on crafting eco-friendly alternatives to everyday products, including kitchen towels, toilet paper, bamboo toothbrushes, compostable garbage bags, and chemical-free cleaners. The mission was clear: to make sustainable living convenient and accessible without compromising on quality or affordability. Aditya’s prior entrepreneurial experience as the founder and CEO of Quorg, an inter-organizational messaging platform he started during his third year at Birla Institute of Technology and Science (BITS) Pilani, provided a strong foundation for navigating the startup landscape.
Building a Sustainable Brand: Challenges and Innovations
Aditya and his team identified three main challenges in the eco-friendly product space: accessibility, affordability, and efficacy. Many consumers perceived sustainable products as expensive or less effective, and availability was often limited. Beco set out to address these barriers by leveraging biodegradable materials, such as bamboo and cornstarch, and ensuring their products matched or exceeded the performance of conventional alternatives at competitive prices.
Beco’s product portfolio is diverse, ranging from bamboo-based facial tissues and toothbrushes to coconut enzyme-based liquid cleaners and compostable garbage bags. The company has also prioritized sustainable production and packaging, saving over 500 tonnes of plastic waste through its innovative approach. By focusing on zero-waste materials and processes, Beco aligns with the United Nations’ Sustainable Development Goals, particularly those aimed at fostering clean life below water and on land.
One of the key milestones in Beco’s journey was its omni-channel growth strategy. Rather than choosing between online and offline retail, Aditya and his team integrated both to meet modern consumer needs. Today, Beco products are available on its website, as well as on major e-commerce platforms like Amazon, Flipkart, and Nykaa, quick-commerce platforms such as Zepto and Blinkit, and over 12,000 offline retail stores across more than 100 cities in India. Platforms like Amazon have been significant demand drivers due to their vast reach and operational efficiency.
Funding and Growth: Scaling the Vision
Beco’s purpose-driven approach has attracted significant interest from investors. The startup has raised $14 million across four funding rounds, including a $10 million pre-Series B round in August 2024 led by Tanglin Venture Partners, with participation from Titan Capital Winners Fund, Rukam Capital, and Synergy Capital. Earlier, in 2022, Beco secured $3 million in a Series A round from investors like Rukam Capital, Better Capital, and Sequoia Sprout. These funds have been allocated to research and development, supply chain enhancements, talent acquisition, and expanding offline sales infrastructure.
The company’s valuation stands at ₹236 crore as of August 2024, with founders Aditya, Akshay, and Anuj owning 37.47% of the company. Investors have praised Beco’s ability to offer high-quality, eco-friendly products at prices comparable to traditional FMCG brands. Sankalp Gupta of Tanglin Venture Partners highlighted Beco’s focus on product innovation and robust distribution as key strengths in a growing market for healthier, toxin-free options.
Beco’s growth trajectory is impressive. From monthly sales of ₹15 lakh before March 2020, the company saw a jump to ₹25 lakh during the COVID-19 pandemic and reached ₹1.2 crore by December 2021. In the last year alone, Beco achieved three-fold growth, establishing a presence in 10,000 retail stores and forging partnerships with major corporations, including Amazon, ICICI, Mahindra, PVR Inox, and TAJ, for sustainability initiatives.
Recognition and Impact: Forbes 30 Under 30 and Beyond
Aditya Ruia’s leadership and Beco’s mission have not gone unnoticed. In 2023, Aditya, Akshay, and Anuj were featured on Forbes 30 Under 30 for their contributions to sustainability and entrepreneurship. Aditya attributes this recognition to the team’s relentless pursuit of a cleaner future, sparked by the fateful discovery of that chocolate wrapper. “Beco has been a dream come true, and we’re committed to building the world’s largest sustainable homecare and personal care brand,” he shared on LinkedIn.
Beco’s impact extends beyond its product offerings. The company has garnered endorsements from high-profile figures like Dia Mirza, Rohit Sharma, Bhumi Pednekar, Ranbir Kapoor, and Aamir Khan, who are also investors. Dia Mirza, one of Beco’s earliest customers, partnered with the brand for its #TakeAStep campaign, which donates 10% of sales proceeds to the Wildlife Trust of India to support conservation efforts.
Looking Ahead: A Global Vision
Aditya Ruia envisions Beco as India’s leading eco-friendly FMCG brand with a global footprint. In the coming years, the company plans to diversify its product range, expand into new markets, and deepen its presence in existing channels. Investments in research and development will drive innovation in eco-friendly products. At the same time, a focus on offline retail expansion aims to make Beco a household name across Tier I, II, and III cities. The brand is also testing international markets, tailoring its offerings to local preferences to ensure a thoughtful global expansion.
With over 155 employees as of March 2025 and a social media following exceeding 100,000, Beco is well-positioned to lead the eco-friendly product market, which has seen a 73% growth rate in India over the past 5-7 years. Aditya’s commitment to sustainability, coupled with his entrepreneurial acumen, continues to drive Beco’s mission to make eco-friendly living a daily habit rather than an occasional choice.
Conclusion
Aditya Ruia’s journey with Beco is a testament to the power of purpose-driven entrepreneurship. From a single plastic wrapper to a brand revolutionizing the FMCG sector, his vision for a sustainable future is reshaping consumer habits in India and beyond. As Beco continues to grow, Aditya’s leadership ensures that the company remains true to its core belief: every small step toward sustainability counts. With innovation, strategic partnerships, and a relentless focus on accessibility, Aditya Ruia is not just building a brand but a movement for a cleaner, greener planet.
