Haircare startup Xtovia has raised Rs 6.9 crore in a pre-seed funding round led by V3 Ventures. The round also saw participation from Consumer Collective by Atrium and several angel investors.
The company said the funds will be used to strengthen its intellectual property portfolio, expand its team, support the brand’s initial launch, and accelerate growth initiatives. In the long term, Xtovia aims to position Indian haircare innovation in global markets through its research-driven product development approach.
Founded in 2025 by Navneet Misra and Dr. Madhu, Xtovia focuses on science-backed haircare products designed to address structural hair damage. Misra brings experience across consumer businesses and the beauty sector, while Dr. Madhu leads research and development and holds a PhD from IIT Madras.
According to the company, its products are built around its proprietary TriLayerX Hair Tech, which is designed to strengthen the hair core, repair damaged cuticles, and restore the hair’s natural protective lipid layer. The technology has been developed through in-house research and product testing.
And its formulations have undergone more than 1,500 product iterations, over 35 in vitro and clinical studies, and more than 500 consumer validation tests. Xtovia has also filed four global patent applications related to its technology.
The startup currently sells products through its direct-to-consumer website and plans to expand to additional online marketplaces and distribution channels. It also intends to broaden its product portfolio, strengthen its team, and invest further in consumer education and brand building.
Navneet Misra, Founder, Xtovia, said, “When it comes to truly high-performance haircare, most serious innovations have traditionally come from imported brands. That led us to ask a larger question- why should breakthrough haircare innovation always come from outside India? Why should consumers automatically associate efficacy with global brands?”
He further added, “With Xtovia, we wanted to build a science-first brand that could match global standards while being conceived, researched, and developed in India.”
Speaking about the investment, Arjun Vaidya, Co-founder, V3 Ventures, said, “At V3 Ventures, we love backing founders who are building genuinely differentiated products in large consumer categories. Xtovia stood out for its deep R&D focus and science-first approach, which is unlike anything we have seen in the category.”
He further added, “We believe its proprietary formulation has the potential to create a globally relevant brand, starting from India. Having known Navneet for some time, I am excited to support both him and Dr. Madhu as they build in a space that is ripe for disruption.”
