TEN YEARS FROM THE LAP OF NATURE

Every tree begins as a seed someone chose to plant. Ours was planted in 2015, a small idea about living the way our land once taught us to. On 12th June 2016, it broke through the soil and Ayurkruti came alive.

Today, Ayurkruti turns ten.

But to know why we planted a brand that lives by the planet, you have to look back. Not ten years but much further.

There was a time in India when living healthy was not a choice anyone had to make. It was just life. Everything came straight from the lap of nature. What people wore came from the land around them. Hemp and cotton were the main fibres, spun and woven by hand. Our ancestors believed these fibres carried their own frequencies and a goodness you could feel on the skin. Nothing synthetic ever touched them because nothing synthetic existed. This was our culture and so our heritage.

That is the world Ayurkruti was born from. From day one, our fabrics were dyed with plants. Turmeric. Tulsi. Colours that come from leaves and roots, not chemical vats. Good for the earth that grew it and the person who wears it. That was the simple thought at the heart of everything and still is.

Somewhere along the way, the modern world forgot this. Today, we use & throw away so many things that hurt the earth and whatever hurts the earth finds its way back to us. The fashion industry is one of the biggest culprits. Clothing is now one of the largest waste streams in the world and most of it is synthetic. A polyester shirt thrown away today will still be sitting in the soil long after we are gone.

Our mission stayed simple. Bring back what our ancestors knew. Linen, hemp, banana, aloe vera, any fibre that comes from a plant, coloured with natural dyes. When you wear something like that, a healthier mind comes with it.

And there is one more part of this story we love. In the outskirts of India, in Uttarakhand, Rajasthan, Himachal Pradesh and beyond, artisans still weave the traditional way, making eco-friendly fabrics suited to their own land and weather. They have the skill; what they never had was the exposure. We travel all over India & find them, sit with them, learn from them and bring their work to a bigger stage. It puts income in their hands and pride in their craft.

Ten years of caring for people while caring for the earth. The thought has not changed since 2015. Here's to the next ten!