Organic mantra extends to beauty products, too

Take the case of Aum Naturals, a skincare products company set up by Devi Shanmugam, a former travel industry professional, which aims to offer customers an easy on the pocket alternative to skin care products. Devi tells us, “I set out to make beauty products about a year and a half ago, starting with bathing powder. 

I source most of my products locally from my friends, who are organic farmers. One supplies me the coconut oil used for the hair oil, while another has a green gram farm, whose produce I use to make face packs.” 

While she is already in talks with stores in Chennai to expand her distribution network, Devi believes that her core philosophy will always be to remain a neighbourhood small time shop. “I currently have about 12 items, most of which are hand-made right at home, with a little help from my family and friends. My focus is to increase awareness on the need for shifting from a chemical to a plant-based health and beauty routine.

Prachi, a farmer and a representative of Vihang Organic and Sustainable Development Centre, based in Nagpur says, “There are certainly enough and more ways to create cosmetics without relying on harmful chemicals. The need of the hour is a concentrated effort on helping farmers liaise with the industry to make this a reality.”