Fueled by curiosity, self-introspection and a love for wellness, Ritika Jayaswal founded Nourish Mantra in 2019. She is born and brought up in a simple town in Central India in an industrial family. Her grandfather Shri Basant Lall Shaw Jayaswal is one of the key players of the industrial revolution in India and Ritika has always been influenced by his trajectory immensely. This is what evoked her love for consumer behavior at a very nascent stage.
After completing her education at Parsons School of Design in New York, Ritika delved into the fashion and beauty industry there. Over time the fast-paced life of New York took a toll on her and she started looking for ways to combat the quick shrill of everyday life, she needed stillness. Trading back to her roots and the Indian way of healing, she started practicing Vipassana – a virtuous process that trains the mind to practice zero interaction with any soul. The practice is usually continued for a few days and it involves complete silence and solitude, giving the mind a clear path to envision creatively.
About the brand
Nourish Mantra is an Ayurveda-inspired natural skincare brand from India. The brand focuses on recreating ancient skincare formulations for modern living. Their products range from traditional Mud Masks to potent treatments like Rejuvenating Facial Oil. Their mantra is conscious living, with a connection of the body, mind, and soul. Hence, in addition to taking a traditional approach and backing it up with modern science, their products are made from effective, safe, ethically sourced ingredients and are 100% vegan.
About the sustainability initiative:
Nourish Mantra is one such brand that has taken ownership of the changes needed to be more sustainable and planet-friendly. To start off, the Ayurveda-inspired natural skincare brand was using eco-friendly and ethically sourced ingredients, creating toxin-free formulations, giving back to the community through different social programs. Now they have taken another big step towards sustainability and launching a whole new Conscious Collection that will use planet-friendly packaging with aluminium, glass or post-consumer recycled plastic. The new sustainable packaging will help consumers recycle their product packaging instead of letting it choke a landfill.
This is a significant positive step in the brand’s endeavour to reduce plastic waste. While the transition of the full line will take some time, Nourish Mantra’s Conscious Collection packaging is completely plastic neutral. Their plan is to add new products in this collection and eventually be a brand with 100% plastic neutral packaging. This is being done in collaboration with Plastic Collective, the Australian social enterprise, with Nourish Mantra being the first Indian beauty brand to be certified by them. Started in 2017, the Plastic Neutral Credit System enables companies to calculate their plastic footprint and reduce and offset it by purchasing Plastic Credits. These credits help create employment within remote and vulnerable communities and generate funds for community social and well-being initiatives while cleaning the surrounding environments and ocean.
Product availability on the website – www.nourishmantra.in
They are also available on Nykaa, Amazon, Purplle, Tata Cliq, Vanity Vegan
Instagram – @nourishmantra
