They lived off savings to build their sustainable paint startup, now it’s in 8 markets

Core Insights - Gush is a Singapore-based startup that develops air-purifying paint, addressing indoor air pollution, which can be up to five times worse than outdoor air [1][2] Company Overview - Founded in 2017, Gush has evolved from a two-person team to a regional brand with numerous partners and projects [2] - The company produces sustainable, odourless paints that purify air, eliminate bacteria, regulate humidity, and prevent mould [2][8] Founding Story - The idea for Gush originated from the founders' personal experiences with air pollution, particularly after a severe haze episode in Singapore in 2015 [5][6] - The founders spent three years developing the paint formula while still in school, consulting experts and refining prototypes [6] Product Functionality - Gush's paint contains a proprietary catalyst that breaks down indoor air pollutants into harmless substances [7] - Unlike traditional paints, Gush's formula neutralizes pollutants at a molecular level and continues to work even in the dark [8] Business Model - Initially adopting a direct-to-consumer approach, Gush has shifted towards a B2B focus, serving commercial and industrial projects [11][13] - The company has delivered over 6,000 projects across various sectors, including residential and commercial spaces [16] Expansion and Funding - Gush has raised significant funding, including S$3 million in 2019 and close to S$4.7 million in a second pre-Series A round, which helped establish credibility with enterprise customers [19] - The company is expanding beyond Singapore, with a presence in Hong Kong and the Gulf Cooperation Council countries, while facing challenges such as customs and varying applicator skills [23][24] Future Plans - Gush aims to increase market share in Singapore's repainting cycles and selectively expand regionally, focusing on markets with strong product-market fit [27] - The company is investing in product development and operational tooling to enhance customer experience and operational efficiency [26]