BRAND PROFILE
that does not just give back to earth but also
employs a large population of workers. What
makes Ayurganic unique is its uncompromised
quality and authentic processes that we follow
in the making of every unit, along with recyclable
and reusable packaging. Apart from that, most
garments of Ayurganic are gender-fluid and
have been so since the start of the brand a
decade ago. We do not want to restrict the
consumer to wearing a said style because
of their gender. Though it is rooted in ancient
practices, Ayurganic is all about the philosophy
of a soul being a soul, no matter how it chooses
to identify itself.
processed in the heart of Kerala. The herbs used
in the dyeing process of the Ayurganic fabric are
sourced specifically from the tribal communities
of Agastya forest. The fabric is washed in the
local water body, the Neyyar river, transferring
the herbal properties of the dyed cloth to the
river, which helps in regeneration.
HOW DO YOU EXPLAIN THE
UNIQUENESS AND PREMIUM PRICING OF
THESE CLOTHES TO CUSTOMERS?
Today, sustainability means luxury, which does
not make it that hard to justify the premium
pricing. The customer understands the concept
and is willing to shell out more for something
that is unique and organically made; something
WHAT ARE SOME CHALLENGES THAT
THE LABEL FACES?
In a world of consumerism, believing in
sustainability and reflecting it clearly in the
brand message is of utmost importance.
We constantly strive at sending out the right
message and making the consumer aware of
the distinct principles the brand follows. For
example, all Ayurganic garments are of the
same colour because, of all herbs used in our
dyeing process, a major percentage is taken up
by turmeric. In a way, this binds the brand with
traditions of Ayurveda, and promotes health and
wellness more than anything else.
WHAT ARE YOUR FUTURE PLANS?
It is no secret that sustainable living is the future
of wellness and lifestyle. Rooted in authentic
Ayurvedic practices, Ayurganic is focused on
the concept of clean living. With a sound design
background and an eye for innovation, we aim to
spread more awareness about the benefits
of Ayurveda and ways in which Ayurvastra can
lend stability to the mind, body, and environment
in the long run.
APPAREL
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December 2019
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