For US-based Indian entrepreneur Ritika Jayaswal, the journey to sustainability began with a journey of self-discovery. As a woman working in the beauty industry, that too out of New York, Jayaswal soon felt the pressures of corporate life overtaking her wellness. She then travelled back to India and started practicing Vipassana, an ancient and intensive method of meditation. She also reconnected with her roots and her grandfather—and it all led to her realisation that what the world needs now is holistic beauty and wellness, something that makes you feel beautiful inside and out.
In 2019, Jayaswal founded Nourish Mantra, a clean, holistic beauty brand which is PETA-certified, vegan and cruelty-free—apart from being plastic-neutral as a brand. Blending Indian botanicals derived from ancient Ayurvedic knowledge with modern concepts of inner revitalisation through supplements is what Nourish Mantra does. And yet, the core value the brand and Jayaswal promote is sustainability. “The idea was that when you're using our products, you feel good because the whole brand is about how you feel on the inside shows on the outside,” Jayaswal revealed in her interview with Her Circle.
But the journey towards sustainability, she points out, is never-ending. It’s not about reaching a destination, but rather about taking baby steps every day, meticulously, passionately, to constantly stay on the path of sustainability. Research, Jayaswal reveals, is the key here. “Market research is understanding what the consumer wants is one part of the research,” she says, pointing out that it’s something all brands have to do. “But then the other research comes into play where you are trying to innovate in your formulations or your sustainability efforts. And in that Nourish Mantra has been our front runner and that has been possible because we are very much connected with the formulators in the industry in India. But also where we work with experts in the US, where we are looking towards what are the new ingredients and how are they sustainable. Or if there are any new sustainability options, any new R&D that is being done in the world, which we can implement in our products also.”
While for Jayaswal, the drive towards sustainability is internalised, she believes that in the industry itself, change can only be driven by consumers. “A conscious consumer is going to change the world,” she says. “The ownership of sustainability cannot be on the brands, because the power is with the consumer. If the consumer is demanding for these things, we as brands will provide that.” Currently, with the Indian consumer becoming more and more conscious and asking the right questions about sustainability, Jayaswal believes that the change is truly taking shape in the right place.