The story so far
On insistence of Mrs Nayna Kampani (The Research and Development Head of Earth Essence), Ashish Kampani, an ardent user of imported hair-care products reluctantly shifted to homegrown so-called herbal and Ayurvedic products. Despite this change and the general perception that natural products made in India are free of harmful and synthetic chemicals, some dissatisfaction was still lurking about.
Intensive research revealed some shocking facts. The biggest of them being that the vast range of Indian products that moonlight as herbal or organic were actually full of damaging and synthetic chemicals. There was nothing 'caring' about any of these 'personal-care' products. Most of these products only contained a small quantity of the natural ingredient, the rest were simply toxins. A whole bunch of brands were getting away with murder - of the buyer's natural beauty, hair, skin. And most importantly, trust.
There was a dire requirement for a brand that could create wallet-friendly personal-care products that didn't just claim but actually cared. A range that was free of harsh chemicals, synthetic preservatives and artificial fragrances. A 'natural' product that didn't tamper with nature and one that would heal years of damage.