In today's episode, I have the pleasure of inviting Sukriti Jindal Khaitan. A tireless champion for holistic wellness and mindful living, it was only a matter of time before Sukriti Jindal Khaitan decided to extend this ethos to the realm of beauty. In many ways, what truly distinguishes aša beauty, a brand she has co-created is her firm belief that luxury and sustainable, all-natural products can co-exist in a new realm of purposeful luxury.
Sukriti credits her holistic ethos to her Eastern upbringing, which was offset by ample Western exposure during her formative years. Growing up in Hong Kong, she traveled abroad to study Economics and Psychology with a minor in Chinese and Business Studies at NYU, spending one semester in Florence. She continued to live and work in New York City for a year before heading home to India. Upon her return, she assumed the role of the Director of Jindal Naturecare Hospital, one of India’s most reputed naturopathy hospitals. In her spare time, Sukriti enjoys traveling around the world and connecting with different philosophies. She continues to take one self-development course a year. This diverse exposure has allowed her an opportunity to closely examine and compare Eastern alternative medical and wellness sciences such as Ayurveda and traditional Chinese medicine, with more contemporary Western concepts such as mind-body medicine.
As a certified integrative nutrition health coach, Sukriti would find herself stocking up on clean beauty products during her travels. She was certain that there were many others like her, who were eager to seek out luxury beauty brands that were uncompromising in their outlook towards values and being cruelty-free, while also mindful about their social impact and environmental footprint. This inspired her to create a brand that would empower Indian women with clean beauty products they could rely on. Underlying all her efforts were her unshakable desire for goodness in the world and her primary goal of always living life without compromise. And so, joining hands with her mother-in-law Asha, she decided to combine her vast experiences and exposure to create a truly authentic clean beauty brand, named aša beauty.
Today, Sukriti prides herself on being a complete aša woman – a woman who is committed to living a purposeful existence, and to making mindful, sustainable, and conscientious choices that enable her to look and feel like the best version of herself. Going forward, Sukriti is eager to be a thought-leader in this rapidly growing and evolving space.
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