We all know that Business is all about money-game. It’s the figures which actually counts at the end of the day. But, if you really wish to stay profitable in the long run, you need to have ethics and quality while making money. That’s when people will call you a leader with a thoughtful mind. Such statements go well with this lady, who is “beauty and brains”. As you read her inspiring story, you will understand the reason for this title.
Meaningful conversation with the Founder
Yet again storyofsouls.com is back with a great story that will for sure gonna inspire you to do something meaningful yet earn! Meet Ami Sata, Founder, Amouve Bedding Private Ltd, who is creating a sustainable living from organic bedding for everyone. Be it the buyers, consumers, producers, founders, or society. Her thoughts motivate when she says that we spend 1/3rd of our lives on the bed and still cannot have a connection with natural fabric. She is serving the society, lower-income group farmers and mother earth too!
Organic bedding – How is it different
Come, let’s find out, Ami shares that “having transparency in the Textile supply chain is a huge challenge. The buyers are unable to find the actual producers. Thereby, not knowing the authenticity of the raw product. At Amouve, this has been our consistent effort to bring you closer to nature. This made us think of alternatives to conventional textiles procurement and manufacturing. Finally, we decided to have the direct purchase of organic cotton from farmers’ cooperatives. This raw material is then weaved in our certified mills, the aim is simply to bring a positive change in the entire ecosystem.”
Creating a positive ecosystem
By virtue, Amouve is committed to having 100% organic cotton. This will have a positive impact on the planet, the farmers, and the consumers. Amouve does not use toxins, chlorine or formaldehyde to craft its organic cotton bed sheets. And instead of pesticides, farmers plant marigolds. 90% of the water is saved by planting organic cotton. In comparison to conventional farming methods. It further acts as a premium to farmers and cooperative societies, making them debt-free.
Organic bedding concept – Supporting Farmers
Let’s bring the change
Brings you closer to nature
Introducing Officially – Amouve
One of its own kind, the very first organic bedding and bath brand of India. While using the term organic, “we are using cotton as a raw material which is Non-GMO. The cotton plantation is happening without pesticides. At the same time, it is premium, long-staple. The process of dyeing includes azo-free dyes.
The Philosophy
“People don’t buy sustainability by itself. They buy great products.”
Everyone is selling luxurious towels and bedsheets over e-commerce/online platforms at an affordable cost. Then why will anyone opt for them? The answer is “Amouve is here to sell you the best organic bedsheet. One that guarantees comfortable and softest by manufacturing. Indeed the sleep will be magical as you recline upon them. Their bath towels are gonna make you experience the spa at home!”
“We’re selling conscious luxury.”
One cant compromise on quality in the name of sustainability. Many a time the consumer is not that aware of the difference between a plastic-processed bedsheet and organic bedsheets. However, this is our duty to provide them with the best quality linen, crafted with a handmade process. While we are doing this, we have to recreate all the aspects of textiles. Maybe we are challenging the status quo. and if this is the solution, then so be it!
The beginning
Who knew that simple travel can awaken the entrepreneurial instincts in Ami. This has actually happened with her, while visiting Sweden she experienced really soft, luxury bed sheets at a hotel. the moment, she landed she has been on out-look for the same quality of bedsheet. She was astonished to find that most of the bedsheets have been plastic packed. Not a single one does describe the actual thread count. Just the Egyptian cotton and no one has the answer as to from where the cotton is coming?
Doing it differently
Organic bedding firm Amouve proudly claims that they use 100% organic cotton as the raw material. The entire process starting from the sustainable raw materials to their packaging all is organic manufacturing. Even their packaging is plastic-free and 100% recyclable.
They are the very first ones in India to manufacture the “organic kapok pillow”. Having 100% tree plant kapok fibre as its main raw material. By this, they are not adopting petrochemical formulated microfibre and foam.
We do enquire about the quality and ingredients of the food that we eat. Why we don’t question the quality of the cloth used for bedsheets. Well, thankfully Ami has done it all for us. She has reworked the process of the textile industry for sourcing and manufacturing. While most of the manufacturers are clueless about the whereabouts of the cotton production! On the other hand, Amouve has made a clear thumb rule that organic cotton purchase happens from farmer cooperatives. The certified factories make the gorgeous bed sheets following ethical waste and water management systems. Practising fair-trade for the employees, which mean every worker will receive a respectable wage.”
About Amouve collection – What inspires you?
At the time we have conceptualized the products, we were clear to craft heirloom quality products. Yet another interesting part is
they are hand-printing bedsheets, quilts and dohars. Meaning, that the work is done without using machines and lower MOQs. At the same time employing more rural people to work. The method of Hand screen printing allows us to have a whole range of freedom. The kind of designs we love to craft. Each piece can be different and unique in its own way. we’d like to produce, and of course not to forget we are keeping the craft alive, our way of giving back to our rich heritage and culture, from where we belong to. Mother nature and places inspire us to bring them to our collections.
Talking about the entire product range that we have. Begin from organic cotton bed sheets, bath towels (hand towels and face towels), pillows, comforters, dohars, and quilts. Everything is 100 % made in India.
What Consumers have to say
“Today, the consumer is aware of the choices they make. Making ethical, responsible decisions is what the people today are doing. We just need to provide the right options. Till 2017, there was no proper brand that actually caters to the bedsheet collection via organic bedding but now we are here.”
Before we conclude
Ami, is the lady of dedication. One who has a clear thought process and leading with love and passion at the same time. The more we spoke, the more we realise the ZEAL that she has in her heart is growing deeper and will definitely gonna revolutionise the way people think of doing business. Strengthening the roots behind you is the key, and that is where she is firm and doing it with proven results. In her own words., “Every NO inspires me.” You can either stop with a NO or be the torchbearer for the world.
As an entrepreneur, she has beautifully crossed the early business struggles. From finding the right manufacturer, to have them on board with the lower MOQ’s. She has done it all single-handedly. While at the same time, creating demand for organic bedding while educating the consumers. Informing them that we are genuinely original with organic cotton products. Today she talks of her future plans with much conviction. In her words “At present, we are focusing on our e-commerce platforms to directly reaching out to the consumers. Gradually as things normalize, we are definitely gonna have our physical stores”.
The achievement for her is the fact that some of the most respected people in India are lovers of her products. This is taking time in a similar manner when the diamond is extracted it shine bright! Indeed, we love featuring you Ami on our platform. Keep inspiring us!
You can also share your life story with us at replytosos@gmail.com. Story Of Souls is an initiative where we invite people to bring their stories to us. We want people to “write to heal.” The idea of Storyofsouls has been appreciated by ALL INDIA RADIO, an Online Platform where you can share your real-life stories. The impact of our stories has reached to UN, Harvard University. On some real-life stories, web series are also planned. You can also visit our Youtube channel. You can follow us on Facebook LinkedIn Instagram
