Why Ayurkruti is Actually Changing the Norm in Sustainable Textiles!
Most brands claim to be sustainable, but let’s explore what makes Ayurkruti different.
“Sustainable Fashion”, there’s a problem with this phrase. It's overused everywhere and it’s started to mean nothing. Every brand around us throws it in. But only a few stay true to it. We can completely understand the scepticism. It’s very hard to know what to believe when everything around you is branded green. So rather than requesting you to take our side about it, here is the real story. The actual reasons why Ayurkruti is made differently from the ground up.
- We Start at the Source & It’s Geuinely Plant-Based
Many brands market “natural” and “organic” fabrics that still go through heavy chemical processing before they touch your skin. Ayurkruti works with fibres directly made of plants. Banana stems, hemp stalks, nettle leaves, bamboo pulp, lotus fibres; even rose petals. This isn’t a gimmick. All of these were a part of our culture before synthetic textiles existed. It is not just that we are selling fabrics that are jasmine fibre or orange peel cellulose, which tells you that it is not just a business that discovered one eco buzzword and started running with it. There is actual research and collaboration with weavers & processors who understand these plants happen here. It is not very common because this means so much to us.
- Handloom is the Whole Point
We are not carrying the handloom fabrics because they are on the trend list; rather, the production process does not require machinery that uses a lot of energy. No loud factories, no huge carbon footprint. We have a community of skilled hands and inherited craft. India is also one of the oldest handloom cultures in the world and Ayurkruti bases its supply chain on this fact. When you purchase a handloom from us, you are supporting a living practice.
- We Serve Manufacturers & Conscious Customers Alike
It is the one that makes us truly stand out from the majority of the so called sustainable brands you will find on the Internet. We are not merely selling already processed garments to people. We are providing yarn and cloth in large quantities to other manufacturers, fashion designers and apparel labels that would desire to develop sustainable lines. That's impact at scale. When a company that produces garments in thousands of units changes to our organic cotton yarn or bamboo cloth, the impact in terms of pollution, water consumption and chemical emissions to the atmosphere is massive. We can see that transforming the fashion industry would involve not only marketing to the end consumer but also to the industry.
- A Commitment to Native Craftsmanship
In case you have not heard of Kala Cotton, it is a drought-resistant indigenous form of cotton growing in Kutch, Gujarat, which uses no irrigation and no pesticides. It has been cultivated by farmers in the area all through. We have Kala Cotton yarn and fabric, which, as a matter of fact, is one of the most significant things in our catalogue. Why? Since making Kala Cotton more than an environmental decision, it makes it an economic one to the farming communities that have been losing their hold due to decades of chemical-intensive hybrid types. The fact that we included Kala Cotton tells us a lot about other values.
Ayurkruti don’t need to shout about being sustainable. Our product range speaks silently about our truthful materials and a business model based on real-life difference, not retail theatre. You may be a designer who needs to find a fabric, a small brand that needs ethical yarn or simply a person who wants to know where your clothes are made, then we created Ayurkruti to suit your needs.
In a greenwashed world, that is a true cause of concern.