Our story was born with the aspiration to be good. We wanted to go beyond laundry detergent efficacy and create products that were as good at cleansing and stain removal as they were for our environment, our clothes and our bodies. And, like all good stories, it began with a vision to be better, do more and make a positive impact.
As our founder & CEO, Mohit Belani, watched lakes and other water bodies around him foam-up with toxic effluents and eventually catch fire, he knew a systemic change had to be made at the very source of this toxic water pollution. Close to two decades in the textile processing industry put Mohit in a unique position to lead this change. He drew on the 50+ years of experience of our parent companies, Ramsons Garment Finishing Equipment (Ramsons) & European Textile Chemical Corporation (ETCC), to understand the most efficient ways to minimise the negative ecological impact of traditional detergent affluents.