Mumbai: Ugaoo, the houseplants and urban gardening brand, has launched a creative and engaging brand film to mark its recent Series A funding raise of INR 47 crores. Led by V3 Ventures, with existing investors DSG Consumer Partners and RPG Ventures also participating, this funding announcement signals a major leap forward for the company as it continues to lead the way in redefining green living in India.
The film, conceptualized by Good Fellas Studio, is a fun, witty, and endearing tribute to plants as essential companions in the personal development journeys of individuals—echoing the story of Ugaoo’s founder Siddhant Bhalinge, a third-generation agritech entrepreneur. The film blends business with creativity in a manner that resonates with the growing community of plant enthusiasts, positioning Ugaoo as both an innovative brand and a lifestyle leader.
As part of Ugaoo’s push into content-led brand marketing, this announcement film marks a significant shift toward storytelling that builds trust, fosters community, and drives customer engagement. The film highlights how plants play a crucial role not just in beautifying spaces but in enriching lives, providing customers with an emotional connection to Ugaoo’s mission of promoting mindful, sustainable living.
The rise of plant parenting has been one of the most notable trends in recent years, particularly during and after the pandemic. What began as a fleeting aesthetic on Instagram, featuring lush Monstera plants, has evolved into a full-fledged cultural movement. As Bhalinge aptly says, “Pets are the new kids, and plants are the new pets.” This shift reflects a broader societal trend, with urban Indians seeking green, nature-filled spaces to counterbalance the absence of public parks and natural environments.
With India’s home gardening market valued at over $11 billion and expected to grow at a 30% CAGR to reach $18 billion by 2028, Ugaoo is at the forefront of this green revolution. By providing high-quality plants and accessories, Ugaoo has not only become a market leader but also a trusted partner for plant parents, offering everything from educational content to fun and innovative products like the Sustee water meter.
Ugaoo has leveraged its social media presence of over 610,000 followers to build a brand that resonates deeply with its audience. Over the past six months, Ugaoo has reached 60 million unique accounts on Instagram and Facebook, with engagement surging by an incredible 452.9%. Similarly, Ugaoo’s LinkedIn engagement has grown by 330.9%, while on YouTube Shorts, the brand has garnered 7.2 million views and 123.8k hours of watch time in just four months. These impressive metrics speak volumes about Ugaoo’s ability to create engaging, lifestyle-driven content that speaks to a new generation of plant enthusiasts.
The brand’s focus on founder-led content—showcasing the personal passion of Siddhant Bhalinge and offering behind-the-scenes glimpses into Ugaoo’s operations—has further enhanced customer loyalty and engagement. The success of videos such as Ugaoo’s origin story (with over 2 million views) and its farm tours (2.4 million views) has allowed the company to build a loyal, plant-loving community online.
As part of its evolving marketing strategy, Ugaoo has transitioned from the traditional creative agency model to building an in-house marketing team, led by a veteran creative director and a team of content creators. This move has enabled the brand to produce content that is authentic, engaging, and highly relevant to its audience. The team’s creative approach has been instrumental in shaping Ugaoo’s brand voice and building a stronger connection with customers.
Siddhant Bhalinge, Founder and CEO of Ugaoo, explains, “We’re reimagining the D2C experience by putting content at the heart of everything we do. This enables us to deliver a seamless customer experience, foster community, and inspire people to embrace green living. Our Series A funding announcement film is a reflection of our broader vision to create a world-class, plant-centric brand that appeals to modern, conscious consumers.”
Having already achieved over 1 million orders in the past three years and with an annual recurring revenue (ARR) surpassing INR 100 crores, Ugaoo is well-positioned to scale its operations. The fresh capital from the Series A funding will enable Ugaoo to expand its regional presence, targeting the top 10 Indian cities and opening 100 retail stores by FY 2030.
In addition, Ugaoo plans to expand its product range by partnering with international plant suppliers and offering a diverse array of exotic plants and premium plant care products. The company’s 25-acre farm in Talegaon (near Pune) remains a key competitive advantage, allowing Ugaoo to cultivate plants in-house with high consistency and quality control.
The success of Ugaoo’s recent campaigns, like the #SajaooWithUgaoo initiative, which garnered 30 million+ views, underscores the brand’s ability to blend sustainability with creativity. The campaign, centered on mindful celebrations and eco-friendly gifting, resonated with audiences looking for ways to celebrate the festive season in a more sustainable manner.
With a growing community of engaged customers and a clear vision for the future, Ugaoo is poised to continue leading India’s green revolution, bringing nature, design, and sustainability to every home.
Key Highlights:
- Ugaoo raises INR 47 crores in Series A funding, led by V3 Ventures.
- Ugaoo’s content-driven strategy boosts engagement by 452.9% in six months.
- The brand’s Series A funding announcement film showcases the transformative power of plants.
- Ugaoo plans to expand to 100 retail stores by FY 2030 and broaden its product offerings.
- The company operates a 25-acre farm with state-of-the-art greenhouses, ensuring plant quality and consistency.
As Ugaoo continues to grow and innovate, the company’s content-led brand strategy will be key to fostering a deeper connection with plant lovers across India, inspiring them to embrace green living while reinforcing Ugaoo’s position as the #1 name in houseplants and urban gardening.
