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.
Post your likes on: www. facebook. com / chromohomes
64
CHROMOHOMES • OCTOBER 2017