Cleanovo New Wardrobe Care Experience Centre

Special Correspondent Keerthana Sundar visits the Sky City Mall in Borivali, Mumbai, to experience the new the ‘Wardrobe Care Experience Centre’. Walking along side Chirag Bhatia, Director, Cleanovo- Dryclean & Laundry Expert, SB Fabcare Pvt. Ltd, she takes a tour of the high-tech sanctuary for garments that have seen better days. A report…

SB Fabcare Pvt. Ltd has a 15-year-history. What began as a family venture started by Suresh Bhatia — a veteran retailer who introduced international brands like Nine West and Charles & Keith, as a franchisee model to India and decade-long partnership with a global dry-cleaning giant 5àsec — has now evolved into a corporatised entity with 200 employees.

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Chirag joined the journey in its second year and has been part of the birth of the home-grown brand, Cleanovo, six years ago. Today, the brand spans 40 stores across eight cities, including Bengaluru, Hyderabad and Kochi.

Beyond Wash

The Borivali centre feels more like a laboratory for lifestyle maintenance than a laundry. “Customers are not looking to maintain garments as a daily chore or a service. It is more of a lifestyle service. There are many who are very passionate about their wardrobe. They even take care of their shoes and sneakers,” Chirag explained.

The facility addresses the “hassle” of visiting multiple vendors for different needs. Whether it is a pair of limited-edition sneakers, a vintage leather heirloom from a grandparent, or a silk saree with a stubborn stain, this centre aims to be a one-stop solution.

“We created this wardrobe care experience centre to get much closer to the customer who really are very passionate about their wardrobe,” said Chirag.

Science Over Spirits

Explaining the “secret sauce” (chemicals used), Chirag said that while they use high-quality, enzyme-based and eco-friendly supplies from Europe and America, the magic lies in the processes. “These are enzyme-based. They are very safe for the environment and the skin,” he said.

For example, they do not dry-clean soft toys in harsh solvents. Instead, they use specific wet-cleaning methods because “these items often end up in the arms of sleeping children”.

Art of Restoration

In the leather section, the atmosphere shifted from industrial to artisanal. Chirag described leather care as a form of “soul-filling”.

“It is a space where it is almost like an artist working on a piece. Leather is not just to be repaired or cleaned.” It is about putting the soul back into the leather product.

The challenge, Chirag explains, is that cleaning leather often makes it look worse initially because the natural oils are stripped. “After cleaning, we need to condition it and bring back the colour. It is the finishing and refurbishment that truly matters. This is where we educate the customer. It is almost like a doctor’s consultation because a piece like these is so close to their heart. They do not want to damage it, but they still do not know what to do with it,” he said.

Live Magic

At the garment upcycling unit, customers can watch designs appear on caps, bags or shirts in real-time. “They can give a second life to their garment by coming and making a change to the garment with live embroideries in our stores. This is how I really feel our customers can get engaged and not look at this service like a chore,” said Chirag.

Chirag shared a story of a customer who brought in a blazer ruined by a cigarette burn. Instead of discarding it, the in-house designer transformed it into a customised jacket for his wife. “With an embroidery, our in-house designer made it look like a different garment,” he said.

“There are people who are deeply passionate about their wardrobes and they need a one-stop solution that treats their possessions with that same level of passion.” — Chirag Bhatia

Looking Ahead

Cleanovo expands its retail presence by providing franchise partners with hands-on support, covering everything from shop design and staff training to strict operating procedures. This teamwork ensures consistent, high-quality service across every branch, building a successful network based on trust and shared standards.

At Cleanovo, no garment is ever truly finished, it is just waiting for its next chapter. What happens to each of the material that enters the Centre :

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• Chirag Bhatia, Director, Cleanovo- Dryclean & Laundry Expert, SB Fabcare Pvt. Ltd

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