Last week, cult favourite sustainability brand Amala Earth opened the doors to its premier brick and-mortar store at Basant Lok Market, Vasant Vihar in New Delhi to much fanfare.
As a brand that was launched only a few years ago, it has made significant strides in the sustainability marketplace sector. This store is the latest step in the brand’s journey towards promoting sustainable living. At the event held to mark the launch of the store, guests were treated to a captivating sensorial experience within Amala Earth’s enchanting “Forest of Conscious Living”, which was the theme for the evening.
“Amala Earth’s concept store invites visitors to immerse themselves in a curated collection of sustainable products, meticulously crafted to reflect nature’s organic shapes, materials, and textures. It’s designed as a haven for eco-conscious individuals, and it embodies the ethos of homegrown, handcrafted, healthy, holistic, and handmade living. It integrates earth-friendly, reclaimed, and reused materials to create an immersive environment,” explains Gunjan Jindal Poddar, the founder of the brand.
On offer is a comprehensive shopping experience where one can browse through a diverse range of products. There is also a plant-based café which invites patrons to savour sustainable culinary delights. The space will also be used to host community workshops, allowing visitors to have a truly unique experience.
“We are thrilled to introduce Delhi to a new way of living that is both mindful and beautiful,” says Poddar. “Our concept store not only showcases sustainable products but also embodies a lifestyle that harmonizes with nature, promoting balance and connection with the earth. Amala Earth is excited to evolve its brand into a thriving community of individuals dedicated to promoting earth-friendly and conscious living.”
The launch event was attended by a long list of distinguished guests that included Mini Shastri, Mala Barua, Priyanka Chaudhary, Amit Agarwal, Jaya Asokan, Abha Bakaya and more. On the occasion, Poddar spoke exclusively to Sunday Guardian. Excerpts from an edited interview:
Q: Why did you decide to open the brick-and-mortar store?
A: In a world dominated by all things digital, there is a growing desire for tangible experiences that resonate on a deeper level. By creating a physical space where customers can touch, feel and interact with sustainable products, the Amala Earth store aims to demystify earth-friendly living and inspire positive behavioural change.
As individuals immerse themselves in the products and the narratives woven around them, we hope that a profound appreciation will begin to blossom. The store aims to recognize the craftsmanship and unparalleled expertise infused into every handcrafted creation, offering a holistic shopping experience.
Q. Why do you feel that Indians are waking up to the importance of a sustainable and eco-friendly lifestyle only now?
A: I feel this change is global. The usage of sustainable materials is booming across lifestyle areas, be it a surge of clean beauty products or the use of organic cotton fabric in everyday apparel or home décor in natural materials. Consumers are looking for solutions that are healthier for them, their families, and the environment as they strive for a conscious way of living. As a brand, our ethos lies in driving the change and providing these alternative solutions under one roof. With people now looking consciously for other options, driven by thoughts of mindful eating or buying local or connecting to Indian heritage or contributing to reducing the carbon footprint, we feel the time is right to offer earth-friendly options to our clientele so they can make informed decisions.
Q. What has been responsible for this change?
A: People are increasingly shifting towards sustainable products due to rising awareness about environmental concerns and knowing that being organic, natural and sustainable is better for us and the planet. The emergence of innovative start-ups offering eco-friendly alternatives, coupled with consumer demand for greener options, has also fuelled this transition. Influenced by global trends and engaged in grassroots movements, people are embracing sustainability as a collective responsibility, driving the adoption of eco-conscious practices across various sectors.
Q. What kind of products will be sold at your store?
A: As you wander through the store, you will discover a range of fashion, home, beauty, wellness, children’s products as well as thoughtful gifts and pet essentials. Each item bears the mark of artisanal craftsmanship, a testament to the passion and dedication infused into its creation. From intricately woven textiles to delicately sculpted ceramics, every piece tells a story, inviting you to embark on a journey of discovery and inspiration.
Q. Do you have plans of expansion?
A: We are planning to open two more stores very soon. One will be in central Delhi and the other in Gurugram. At Amala Earth, we go beyond being just a marketplace for earth-friendly and consciously manufactured products. We have a holistic vision to inspire and instil a mindset of change, encouraging people to embrace a sustainable lifestyle. We believe that true transformation happens when sustainability becomes an integral part of our everyday lives.
Noor Anand Chawla pens lifestyle articles for various publications and her blog www.noorannadchawla.com.