Amouve goes sustainable with organic bedding

Plans to strengthen retail presence in Hyderabad and expand to other cities

Hyderabad: The world is going through unprecedented times and a large chunk of the world is turning towards an organic way. Currently, sustainability has become prime. In line with this reality, Indian bedding brand Amouve is proving that going organic is no more a challenge. From pillows to quilts, everything is made from toxic-free cotton.

Considering the amount of chemicals that go into growing and processing cotton, Amouve considered it worthwhile to do away with the conventional processes by focusing on organic cotton that uses zero synthetic pesticides, natural herbicides and harnesses rain fed irrigation. On the consumer side, organic cotton makes the products soft and allergy-free.

Ami Sata, founder, Amouve, told Telangana Today, “The pandemic has further given a thrust to the home goods sector with the amount of time people have been spending in their homes. Organic cotton bed sheets, without harmful chemicals, are a healthier alternative compared to conventional cotton. Our products are crafted with single-ply yarns providing heirloom quality.”

“We have tied up with farmer cooperatives in Adilabad and other parts of the country to source cotton directly from them, thereby giving them a price that is higher than the Market Selling Price. We today work with about 6,000 farmers through cooperatives. We have kept about 860 farmers out of debt and saved several millions of gallons of water through organic farming. We also work with contract manufacturing factories which directly source from organic farmer cooperatives, thereby making us a part of the transparent supply chain,” she added.

Retail presence

Driven by the organic concept, Amouve is seeing an overall 20 per cent year-on-year growth through offline and online (own portal, Amazon and Myntra) sales. It has a flagship store at Danube Home in Hyderabad and is also working with several private labels. As the B2C segment is picking up, the company plans to spread its physical store presence in Hyderabad as well as other cities.

When asked why the company chose Hyderabad for its flagship store, she said, “Hyderabad gives room for innovators and has attracted large home furnishing companies to set up their retail footprint. There is enough purchasing power in the city. South India largely cares for environment and sustainability, and it will be our key market.”

Amouve introduced Neem-infused pillow (Neembus) during Covid. Neem is known to have anti-bacterial properties. The company’s range consists of bed sheets, pillows, dohars, comforters, mattress protectors and even custom-made and on-demand mattresses made of the organic tree fibre called Kapok and those made of latex.

Growth plans

On future market opportunities, she said, “We are in talks to supply our products to the hospitality sector, particularly luxury eco-resorts. Going forward, in addition to Hyderabad, the company sees potential to expand to Delhi, Gurugram and Bengaluru. Talks are in progress with dealers in Bengaluru and this will be our next key market after Hyderabad. Soon, we will have a store in each of these potential cities. We are also exporting our products to the US, UK and Kenya. We will soon expand our mattress range and are formulating new products in that direction.”

Ami Sata, who is an IIM-alumni, has been a part of the United Nations’ women entrepreneur’s cohort in association with Niti Aayog. The Mumbai firm also received a grant from Facebook, recognising it for being a business with a conscience.

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