From genetically-modified seeds to pesticide-laden cotton, from ‘wrinkle-free’ and ‘no-iron’ finishes using dreadful formaldehyde to softeners that do more harm than good, conventional bedding is full of what we call a downpour of toxins. When we realized that most bedding, spent about 8-9 hours in, is chock-a-block with chemicals, we sought out to rectify this by creating Amouve.
On the supply side, textile mills are replete with inhumane treatment to workers to low wages. Hence we sought to bring about a change. Starting from farms where the cotton is grown, we wanted to bring about a real change. It is no hidden fact that Indian cotton farmers are increasingly burdened with loans to buy GMO seeds and pesticides. Rising debts and the inability to pay these have resulted in nearly 300.000 farmer suicides since the mid 90s! To put an end to this debt-cycle, we tied up with Organic Cotton farms in South India that only use Non-GMO seeds and natural herbicides like Neem.
We knew we had to be different and track every part of our supply chain, which is why we partnered with GOTS (Global Organic Textile Standard) and Fair Trade Certified factories that not only promise fair wages, good working conditions but even uplift the quality of their life.
To further complete the loop, we sell direct to the consumer, thereby saving on offline store rentals and middlemen markups and passing the savings directly to the consumer.
Amouve is a way to manifest dreams for the consumer through super-soft and chemical-free linen and for the farmer through improved livelihoods.