Synopsis
Founded in 2025 by entrepreneur Navneet Misra and Dr Tunga Madhu Babu, who heads research and development and holds a PhD from IIT Madras, Xtovia develops haircare products aimed at addressing structural hair damage.Listen to this article in summarized format
Founded in 2025 by entrepreneur Navneet Misra and Dr Tunga Madhu Babu, who heads research and development and holds a PhD from IIT Madras, Xtovia develops haircare products aimed at addressing structural hair damage.
“We will use the funds to strengthen our intellectual property portfolio, build the team, and expand our distribution channel,” said Misra. Xtovia currently sells through its own website and plans to expand to ecommerce and quick commerce marketplaces.
It offers a four-step haircare regimen that was traditionally available through salon treatments. The process includes a spray, mask, shampoo, and conditioner.
“With Xtovia, we wanted to build a brand that could match global standards while being conceived, researched, and developed in India,” Misra said.
The product’s formulations focus on strengthening the hair core, repairing damaged cuticles, and restoring the hair's lipid layer. The company has filed four patent applications and claims its products have undergone more than 1,500 iterations, alongside laboratory, clinical, and consumer testing.
“Xtovia stood out for its deep R&D focus and science-first approach, which is unlike anything we have seen in the category. We believe its proprietary formulation has the potential to create a globally relevant brand, starting from India,” said Arjun Vaidya, cofounder, V3 Ventures.
This funding comes at a time when consumer preference in the haircare segment has shifted to solution-focussed and personalised products. Venture capital firms have taken note of this trend and of new direct-to-consumer brands.
In December last year, curly hair-focussed brand Moxie Beauty raised $15 million in a round led by Bessemer Venture Partners. Prior to that, Ionic Professional, which is focussed on Indian haircare, raised Rs 6.5 crore in pre-seed funding led by early-stage venture capital (VC) firm All In Capital.
