If organic is a word and a concept slowly spreading its wings in your kitchen and wardrobe, now it's all set to take over your bedroom too.
Amouve, the brainchild of Ami Sata, now offers certified organic bed linen. The cotton for Amouve is grown in organic farms in southern and western India, thereby boosting farmer communities, and is a sustainable venture -- so there's more than one feel good factor, points out Ami. That it's luxury linen is another story.
Ami, who earlier had worked in the non-organic bedding industry, was on a trip to Scandinavia when she was "introduced to the most sumptuous bedding I had slept on. A volley of questions, research and days later, I managed to trace its manufacturing to India!" she says.
But why fancy organic linen? "Most people don't realise their bedding contains a lot more toxins than they know. Fancy finishes - stain-free, wrinkle-free etc are done with formaldehyde, which forms a part of construction and toiletries. One is likely to breathe in these as vapours during sleep with sustained exposure leading to insomnia, respiratory problems, eczema, watery eyes among others," says Ami. Amouve uses azo-free dyes.
Their range of linen consists of sheets, quilts, duvets and pillow covers. They are sold direct to the customer online, cutting all middlemen-markups, explains Ami. "Amouve products are GOTS certified -- the Global Organic Textile Standard is the highest global standard for organic textiles," she says dismissing any doubts on how organic these products may be.
She further explains that regular bedding is composed of conventional cotton or BT cotton grown using GMO seeds and pesticides. "This affects everyone from the farmer to the end customer. The farmer who buys patented seeds and pesticides from companies at increased prices, is forced to buy these every year, prohibiting them to grow it on their own.This leads to increased debt and ultimately suicides," she says trying to simplify some of the reasons for the switch to organic. Cotton accounts for nearly 24 per cent of the world’s insecticide market, adds Ami.
Their 'Everyday Luxury' collection of bedsheet sets is inspired by minimalist Scandinavian style. The 'Lyric' Collection' is inspired by travel -- from the Mughal gardens of Kashmir, the Red Mountains of Colorado, from Morocco's vibrant exuberance to the discerning European metros. Sink-in duvets come in navy and charcoal, as opposed to just white, making them perfectly fine to use without a cover, adds Ami. Pillow covers start at ₹1,800. For details check www.amouve.com