SELFIE | AMI SATA
WE WANTED TO CHALLENGE CONVENTION AND TRACE THE COTTON RIGHT TO THE FARM
Hi , this is AMI SATA
STATUS Manifesting dreams for consumers in the form of luxurious , toxin-free , organic sleep products , for farmers by providing an ethical livelihood and the biodiversity through sustainable practices .
MINDSET Luxury with a conscience .
BACKGROUND Brands ’ communication and value prop intrigue me . The move towards healthier products and my previous stint in the bedding sector gave me the right impetus to start Amouve .
ESTABLISHMENT A visit to Scandinavia introduced me sumptuous sheets . Trying to find the same quality in India , I was taken aback with the dearth of options . The bedding industry is redundant with polyester and conventional cotton products full of heavy toxins that feel like sandpaper . A healthy alternative being nearly non-existent , Amouve is the first-of-its-kind to fill the vacuum of luxurious , chemical-free , skin-safe bedding that is priced competitively .
Transparency in the textile supply chain is a huge issue since most manufacturers can ’ t trace their product back to the cotton used . We wanted to challenge convention and trace the cotton right to the farm .
Amouve ’ s sensibility is to provide the Indian consumer with global trends , meanwhile maintaining the highest and most rigorous organic standards . Also , products are sold directly to consumers by cutting out middlemen and passing on the savings to consumers .
As far as the design aesthetic is concerned , much of it draws from classic Scandinavian minimalism and travel-inspired hand-block prints .
WHAT I KEEP IN MIND To create calm and relaxed personal sanctuaries by exceeding consumer expectations . It is important to provide significant value through your brand . For us being healthy and toxin-free was one aspect while the other was to create a hassle-free and remarkable shopping and shipping experience – be it through meticulous craftsmanship , product quality , website navigation or shipping .
WHAT KEEPS ME GOING The desire to make a change by introducing what has hitherto never been given adequate impetus .
LIVING SPACES FOR ME Being true to the nature and form of a place and making informed , conscious decisions when it comes to each element in the house .
I LOOK FORWARD TO … Positively impacting all audiences associated with Amouve .
While designing the space , its functionality is at the centre of my thoughts . I believe in the concept of ‘ less is more ’, in any space , we don ’ t like to clutter objects .
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CHROMOHOMES • OCTOBER 2017