The company is backed by the prestigious Indian Institute of Technology in Kanpur and counts Bollywood star Alia Bhatt among its investors. Every morning Phool trucks travelled around Kanpur"s temples collecting the flower waste before it was dumped into the river. At the Phool factory, workers plucked the petals and set them to dry. The dried petals were then powdered and made into a dough with essential oils which female workers then rolled into incense sticks.