When the world stopped in 2020, Ishan Grover was prepping for the World Beer Cup. Jaideep Mahajan was about to board a flight back to Canada. But the lockdown, grounded flights, and a surge of sanitizers that smelled like hospital corridors changed everything.
That moment of shared frustration sparked the beginning of Svish On-The-Go — India’s first lifestyle-centric sanitization and personal care brand. Designed for Gen Z and millennials, Svish flipped the narrative: why should safety come at the cost of style?
Co-founded by Grover (a craft beer maven) and Mahajan (an ad industry creative), Svish wasn’t born in a boardroom. It was born in a pandemic, through trial, error, and a deep insight — if people are touching their skin 10–12 times a day with a product, it needs to be more than just functional. It needs to feel good.
The result? A range of aesthetic, fragrance-forward sanitizers, gadget wipes, and even men’s grooming sprays that don’t just clean — they delight. Their mission: make hygiene sexy, convenient, and mainstream.
With quick commerce tie-ups (Blinkit, Zepto, Swiggy), a celebrity investor (cricketer Shikhar Dhawan), and eco-conscious design (biodegradable wipes, minimal plastic), Svish is scaling fast — and swishing loud.
Their tagline? “Svish Karo. Aage Badho.”
And that’s exactly what they’re doing.
