By Life Positive May 2014 Beauty with Soul Business is usually associated with avarice and profiteering. Businessmen too are perennially under the cloud of societal distrust. Dispelling this notion and establishing a heartening holistic and ethical model of business is Omved, a cosmetic company started by entrepreneur Priti Mehta. It is a retail chain of natural products based on the Vedic traditions of India. They believe in practising self-sustaining cycles of business Priti says, “We only create that which comes from the earth and will go back to the earth – merchandise with a complete karmic cycle. We strive to create and sustain a world where each and every element, from master artisans and tribal craftsmen, to cottage industries and village units is included in the production, and the produce is natural, handcrafted, fair trade, made in India and biodegradable.” Omved claims that its products have minimal packaging which is recyclable and reusable to help minimise waste and pollution. They also believe in ahimsa and sell only cruelty-free products (certified by PETA). Talking about her inspiration, Priti says, “I was introduced to yoga and naturopathy by my parents. As a little girl, I would watch my grandmother and mother experiment with herbs, seeds and flowers from their garden in preparing healing remedies. For scrapes there was a paste of turmeric and aloe vera, for a dry cough – a tiny ball of turmeric, jaggery and ghee, for a cold a special tea was brewed of ajwain, jaggery, tulsi and honey. The side effects and dangers of allopathy were always a topic of discussion at the dinner table. and Instead of vitamins, there were ayurvedic concoctions and homeopathy pills.” -Go to www.omved.com
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