Investments are good, and with that Alia Bhatt has taken a step wiser to invest in Phool, a startup by IIT-Kanpur that converts floral waste into charcoal-free luxury incense products.

The actress announced saying, “I admire the founder’s vision of making incense and bio-leather from recycled flowers, thereby contributing to keeping our rivers clean, creating a humane alternative to leather and providing employment to women in India’s heartland.”

Speaking about her investment the IIT-Kanpur Director, Abhay Karandikar, said, “The innovative ‘flower cycling technology by PHOOL’ has enabled sustainable and eco-friendly waste flower management and the uplift of hundreds of women along the way.” As quoted by India Glitz.