India's well-acclaimed start-up, Phool.co has yet again managed to come into headlines with its an all new innovation, 'Fleather'. The product is a revolutionary alternative to animal-based leather and is developed using floral waste.

The product is now in a race to receive the £1 million Earthshot Prize which recognises entrepreneurs and start-ups ushering innovative solutions for environmental challenges.

Phool.co is a start-up which was founded by Ankit Agarwal and Prateek Kumar back in July 2017 with critical R&D support and funding from the Startup Incubation and Innovation Centre (SIIC) of IIT Kanpur.

The Kanpur-based biomaterial start-up works over a regenerative approach of creating sustainable products using floral waste. The venture provides a comprehensive solution to the 'temple-waste' problem of India which involves recycling flowers which are collected from temples and sacred water streams such as the River Ganges.

Phool.co is now a successful brand in India along with the support of an expert client-based network involving international and domestic stakeholders and advisors.

The Phool team initially started by producing handmade incense sticks from flower waste and later introduced 'Fleather' as an alternative to animal-based leather. The product not only tackles the prevailing challenges caused due floral waste but also shares most of the attributes with the authentic version.

Fleather has previously gained government recognition and nationwide acclamation and with the nomination among the Earthshot Prize finalists, the product is now gaining praise on a global scale.