aura herbal wear

We Live and "Dye" Naturallyrally

Leave a comment

Happy birthday Ahmedabad

In 602 years of existence we walk through the memory lane of a land filled with enterprising spirit,the city of Ahmadabad. Founded in 1411 by the ruler Ahmed Shah, Ahmadabad became a hub of commerce and trading with textile as its main pillar. Hindus and Jain became the business and economic front with the Muslim skilled weavers as the artisans. 

 The city of Ahmedabad had many disadvantages: lack of fuel, unfavorable climate, inferior quality of cotton and geographical location disadvantage as no ports were around. But the business acumen and unity that runs in the blood of Amdavadis worked as an advantage that sustained the industry and took it to such heights, that the city soon earned the nickname as the ‘Manchester of India’. Ahmedabad’s first cotton textile mill was founded in 1861, this attracted two more mills and by 1916 there were 51 mills. The cotton industry in Ahmedabad has faced days of glory and decline, but still enjoys the status of cotton and textile hub. 

 Diverse institutions and campaigns are now educating the community about organic cotton and supporting growers on the switch to organic farming. The Sustainable Cotton Project is helping farmers in the transition from chemically dependent crops to more biological sound approaches.

 Organic cotton is currently being grown successfully in many countries; the largest producers (as of 2007) are Turkey, India and China. With each year more and more companies the jump from conventional farming of cotton to organic.  China, the U.S.A., India, Pakistan, Brazil, Turkey, Greece, Australia, Syria, Mali, and Egypt are all producing organic cotton , India leading the way.  With this rise in demand from 2007 to 2012 more and more countries are making the switch. 

Aura Herbal Textiles Ltd ventures back into the heart and backbone of Ahmedabad, and brings forward an organic clothing line using only herbal – Natural dyes.

Shedding light on this way of cloth production, we at AURA wish our beloved city of Ahmedabad a very Happy Birthday and more loving years that she will face.

Leave a comment

Work shop on Sustainable Textile Processes

Aura Herbal natural dye workshop

Workshop on Sustainable processes & practices using Organic cotton & natural dyes

Have you ever wondered how fabrics are made, have you ever wanted to create your own colors with things around you. In this 2 day workshop join Mr. Arun Baid and our master dyer to learn about organic cotton and natural dying. Workshop participants will learn about fiber to fabric conversion process, recipes for making dyes, dyeing techniques, future commercial prospects and much more.Visit  to the factory premises , get a chance to see the industrial processes of natural dyeing techniques. 

What’s more you get to make your own t-shirt or scarf using these natural dyes to take home.

All required supplies and lunch will be provided.

There are limited seats so register now to ensure your spot. Calling in all enthusiasts to join our efforts to create a safe, pollution free and a sustainable living.

This is our way of knowledge sharing  covering various aspects of Organic textiles & natural dyeing  like . This workshop will be great for any one who wants to know the textile processes as well as interested in how natural dying works in small as well as large scales.

We would like to invite designers  , students and  design academicians to participate.

Below is the plan. We are sharing our years of experience with the students & hope it come to use to them.

Suggestions are welcome

 Subjects & activities covered are as below

  • History
  • Eco friendly/organic dyeing
  • Impact on environment
  • Ingredients
  • Limitations
  • Future prospects
  • recipes

(2)   Knowledge of fibers (Different Fibers) Fiber to fabric conversion processes        

(3)   (A) Preparation of fabric for (Organic) dyeing: General /Organic Processes         

(B) Demonstration of fabric preparation


(4)   (A) Different techniques of dyeing

(B) Dyeing with natural colors.

(C) Variation in dyeing and QC.

(D) impact on environment of various processes


             (5)   Demonstration of fabric dyeing

(A) Blue , Yellow , Red , Black, Brown.

(B) Plain dyeing / Tie – dye in the dye bath.

(C) Souvenir Choice and preparation.


Day 2.

(1)    Textile Printing Technology

(2)     Demonstration of Printing (Screen Printing, Block Printing)

 (3)      Painting

(4)      Testing of raw materials

           (A)   Fibers / Yarns / Fabrics

          (B)   Herbal Products / Mordents etc,.

         (C)   Laboratory trials

         (D)   Spectro photometric evaluation

 (5)       Fastness Properties

            (A)   Light fastness

             (B)   Wash Fastness

             (C)    Rubbing fastness

             (D)    Perspiration fastness

  (6)     (A) Demonstration of Bulk Dyeing of fabrics on machine

(B)  Product Development Scarf / T-shirts

(7)   Question – Answer session

Conclusion Meeting

 This is our 2nd work shop & hope to have many more. We shall soon be coming up with residential design courses for designers & students.

Pictures & write ups on the workshop will be added. keep reading

For further details on the owrk shop  please contact

Leave a comment

The BIGGER Picture

“A hero is the one who does what he can. The others do not.”

-Romain Rolland (1866 – 1944: French writer)

They may shy away if we call them Heroes, but that is the kind of work they aspire to achieve. Our team Auracle, the team that we fondly call our Green Commandos, are gearing up to make a difference with their fresh green ideas. They are merely a set of teenage girls that are tired of sitting around waiting for things to change on their own. All of these youngsters feel deeply about the situation of our society wherein we are exploiting the environment to lewd extent. And between Auracle and Aura, it is a match made in heaven! Auracle is ready to do what it takes to make being “Eco-friendly” fun and happening, and we are ready to provide for whatever helps cultivate a Green culture in the society.

Through Auracle, we wish to fulfill one of our chief targets: bringing the society and the environment together, creating a balance between the two so both can survive conjointly. Auracle, being an independent body, plans to do what it can for this city. Meanwhile Aura provides all the resources that it can. Already this group has held two workshops with the help of our material and their own zeal.

One workshop was in affiliation with Mahatma Gandhi International School, wherein they taught disadvantaged children the importance of cloth bags, as opposed to plastic bags. They provided cloth bags to the children, on which the children stitched a patch which was hand-painted by them, using herbal paints. As it was in memory of late Mahatma Gandhi, the paintings were inspired by him. This combined the lesson of peace with the one on the importance to switch to cloth bags. In the future, Auracle plans to make many such workshops with school and college going youngsters to reach out to the generation of tomorrow; the generation that is their own.

Their second workshop was on the technique of tie-dye using herbal colours and organic clothing. This was held right bellow our retail store, at the Auracle headquarters. Arun Baid, a director at Aura as well as a dyeing expert, taught willing individuals this wonderful technique. Each one customized their own scarf/t-shirt/bandana which they later took home. This workshop was held with the aim to revive tie-dye techniques, as well as introduce individuals to herbal and completely chemical-free colours.

The response that team Auracle has received from these two very simple workshops has given them tenfold of energy to continue their efforts, however big or small they may be. They wish to make their interaction with the society interesting and enjoyable, as well as reforming and informative. With their new ideas, and their chirpy personalities they are sure to touch the lives of Ahmedabad’s citizens, and help Aura stay in touch with the bigger picture.

Leave a comment

Our Possibility of Change….

“Infidelity does not consist in believing, or in disbelieving, it consists in professing to believe what one does not believe”

-Thomas Paine (1737 – 1809)

It is not true that some of us do not have beliefs. If we did not believe in something, something that is eternally true for us, we would not be able to differentiate our right from wrong. We would not complain at all and neither would we be satisfied, our mind would never be unsettled with happiness or gloom. How would it be, if there was nothing that stemmed this awareness? Because even believing in nothing, is to believe in something.

At Aura, we believe in something. Something that we know is larger than us. With this belief we find our strength to fight for what we stand, we find the route by which to fight, and we find the peace in living. It would be too simple to say that we believe in Aura. Aura is the result of our beliefs and not the other way around. Aura is simply the perfect fit for us to be able to sport what we believe in, and thus we believe in Aura.

So what is it that we believe in? Is this our take on saving the world? Our way in amending strayed human paths? Our effort in bringing back all that is good to a world that has forgotten it? Are we here to open eyes and spread the light?

We are here purely because we see a possibility of change. Yes we want the world to open its eyes and correct its ways, but that is not what drives us. We are a company that cannot do something for a living that jeopardises lives of any beings. What disgusts us is exploitation and discrimination of nature as well as the society. For us the two are at par, and that is what we believe in: bringing nature in equilibrium with the society, and if required, the other way around. It would be wrong to misinterpret our love for the moral to be our love for nature. Our love for nature roots from the peace that it portrays, because it is the peace that we preach. And in this way, when we see that a change is required, we will make our efforts to bring it, because we love a good challenge and we scoff at impossibilities.

Leave a comment

I Would Like A…

Materialism has a negative connotation: A materialistic human does not concern self with spirituality, is limited to worldly possessions. He does not bother to look beyond what he objectively has and what he can get. Not only is he selfish, he is also short sighted with a limited perspective to the beauty of our world.

All of us are materialistic. All of us desire possession; we derive satisfaction with achievement of tangible items. We desire items that give us our status, our pride and power, and are the conceivable result of our work. What is wrong about wanting a large house that is luxuriously comfortable when you have worked hard to obtain it? Is it such a crime to be able to provide for all that our children want? Why can’t we buy a car that is worthy of our status? Is it that wrong to “want” when you have toiled hard for fulfilling those very wants? Why should we be the people who fulfil wants sensibly when every where around the globe people throw around money?

We are taught from the very beginning that greed is a sin and that these wants never end. It is a vicious cycle of wanting newer and better things, which only ends up making desires harder and harder to fulfil. But the truth is being materialistic is human. To want the best and the most for yourself and your loved ones is natural. Yes we would be happier in a world where people wished for happiness and peace rather than bigger and better homes and machines. But without desires there would be no moving forward. We would be satisfied with the least, happy with everything being as it is. Creation would come to an end because there would be no need to create.

What we make out to be a sin, is also our fuel for evolution and for growth. That we desire is inevitable, and to attempt to fulfil these is natural. But what are we ready to forsake for these wants is really what we should focus at. In order to fulfil these wants we do not just pay by means of money. We pay for how these wants harm our planet, our communities, our societies, our Home. And here we need to redefine how we want a better future for the ones we love and the planet we love. It is hence not incorrect to want. But to want blindly and ignorantly is a mistake.

Before we destroy our collective Home because we were too busy fulfilling personal wants, we need to want what is best for this Home. If we go on with our lives without regarding the looming responsibility to want responsibly, we will bash into the thick Wall of Consequence with no turning back. This wall is not something to be threatened by. All we have to do is want not to ever have to face it.

There have to be alternative solutions to our materialistic possessions. There have to be options that balance out what is best for us as well as for the planet and society. Some ideas such as Aura’s are on their way to making these solutions big and prominent. Catering for a common need such as garments that are made in the way there were always supposed to be made. Fabrics made with natural colours and processes. Eliminating harms that chemical processes place on our Home.

It is not difficult to find alternatives. It is pretty simple in most senses. You just need to want it enough, like we do at Aura.

Leave a comment

A Bowlful of Plastic Fruits

Greenwashing… Unlike what it seems to be, the term is not about an environmentally sane method of washing. What it truly is is “washing” a bunch of lies so they appear “green”. Principally greenwash is the new whitewash! Coating facts so they would give the impression of being eco-friendly-and-what-not, is the purpose of this propaganda. All this trouble taken just to sell a bunch of mass produces which, more often than not, destroy our ecosystems, rot for millenniums, and poison the circle of life.

All these lies are very much like a bowlful of plastic fruit. They appear natural, but try biting into one and you’ll end up swallowing some plastic. Companies would rather spend billions on advertising themselves as green while they could very well be using the money for actually making processes more efficient and eco-friendly. This is because they think their customer is as irrational as to believe their white lies and buy the product that goes and does exactly the opposite of what the customer believes. And they are right. We do end up making a fool of ourselves because we are not vigilant enough to catch promising campaigns with loops in them.

Companies stoop down to even marketing changes as being voluntary when they are government policies that they have no choice but to follow. Can we blame them for their resolute efforts to sell their mass produce to a consumerist society? They wish to sell out, which will only happen if they keep the masses happy. These days the masses seem to think green is the new fashion so that is what they get, even if that may be a green coated environmental hazard.

The truth is that if consumers were really keen on using a product that is eco-friendly, they would make sure that they have a product like that. It would be very difficult to fool a consumer that is determined and cautious. It is true to some extent that we want to use a product that is green merely because green is “in”, and so we let the loop-full campaigns fool us.

To make sure the products we use are not some wannabe green act we need to be able to know where they come from, how they are made and what happens to them when we are done using them. We can pressurise policy makers to be more aware and scrutinize those products that pose as environmental icons. We also need to encourage those companies that we know are genuinely making a difference. And we need to be more careful about who we trust, because they might just be using us.

Leave a comment

Our Big Step Forward!

As the new month to a new year just came to an end, the biggest news for us has to be the opening of our new retail outlet in our hometown, Ahmedabad, India. This store, just like our recent website, represents our efforts to be able to connect with our end users in a more efficient way. Our biggest agenda at the moment is to reach out to as many people as possible and to spread out to all corners, to which this store is our first step.

This store is the product of our ten years worth of experience in the industry of ethical, organic, and herbal clothing, and will have the best of what we have learnt in our journey so far. It has products ranging from baby clothing, to spa collection, to casual and formal wear for men and women, as well as inner wear for both genders. With such a wide range of apparel we hope to reach out to all kinds of markets of this industry to bring to our consumers the possibility for organic herbal clothing in which ever form they like.

Our efforts, however, are not merely commercial. Many of our garments help give employment to indigenous tribe people and women of low income areas. With connecting these people to the industry we not only empower them but also bring in their art and culture to the industry. This creates a healthy exchange of art, making both a little better at what they do.

This retail also opens up opportunities to link with the society in a more wholesome manner. We don’t want to merely market our clothing; we also want to create awareness about why it is important to change our current manner of living. And this change is not limited to the one needed in apparel, but spreads to environmental concerns as well as social ones. For this very reason we are also initiating a group of youngsters who voluntarily want to help us spread environmental and social awareness. They call themselves “Auracle”, and have already held a successful workshop with municipal children on the importance of using cloth bags as a plastic substitute.

We are optimistic about all these new initiatives we have taken and are excited about their inevitable success. When we say success we do not just mean money-wise, but also our success in touching people with our “Aura”, and making them like us a little: living and dyeing naturally!