aura herbal wear

We Live and "Dye" Naturallyrally

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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.


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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!