Bengaluru/Hyderabad: Xtovia, a science-led haircare brand focused on research-driven product development, has raised ₹6.9 crore in a pre-seed funding round led by V3 Ventures, with participation from Consumer Collective by Atrium and a group of angel investors.
The fresh capital will enable Xtovia to strengthen its intellectual property portfolio, build its core team, support the brand’s initial launch, and accelerate growth initiatives as it seeks to establish a new category of high-efficacy haircare solutions in India.
Founded in 2025 by Navneet Misra, a serial entrepreneur with extensive experience across consumer businesses and the beauty ecosystem, and Dr. Madhu, Head of Research & Development with a PhD from IIT Madras, Xtovia is developing premium haircare products rooted in proprietary technology and research-led innovation.
The company aims to address structural hair damage through science-backed formulations conceived, researched, and developed entirely in India.
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?
With Xtovia, we wanted to build a science-first brand that could match global standards while being conceived, researched and developed in India.”
The investment reflects growing interest in innovation-driven consumer brands that combine scientific research with differentiated product development.
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Through its technology-focused approach, Xtovia aims to create solutions that address fundamental hair health concerns rather than delivering only cosmetic improvements.
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.
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.”
According to the company, consumers have often been underserved by a haircare category where marketing claims exceed actual formulation performance.
While professional-grade products are frequently expensive and dependent on salon treatments, mass-market offerings typically provide cosmetic benefits without addressing the underlying structure of damaged hair.
To tackle this challenge, Xtovia has developed its proprietary TriLayerX Hair Tech, a technology platform created through years of in-house research.
The technology integrates three distinct mechanisms aimed at strengthening the hair core, repairing damaged cuticles, and restoring the hair’s natural protective lipid layer.
The company stated that its formulations have been developed through more than 1,500 product iterations and are supported by over 35 in-vitro and clinical studies, along with more than 500 consumer validations.
In addition, Xtovia has filed four global patent applications related to its innovations.
Clinical testing conducted by the company indicates up to 20% higher efficacy compared with leading international bond-repair haircare brands, reinforcing Xtovia’s focus on performance-driven product development.
Currently, Xtovia sells its products through its direct-to-consumer platform and plans to expand its presence across additional online marketplaces and distribution channels in the coming months.
Looking ahead, Xtovia intends to broaden its product portfolio, strengthen its team, and increase investments in brand-building and consumer education.
Over the long term, the company aims to position itself as a global ambassador for “I-Beauty,” showcasing Indian haircare innovation on the international stage.
