Alankrutha Chandra and her husband Meher Gundavarum embarked on a remarkable journey to embrace a sustainable lifestyle. Formerly based in the United States where Alankrutha worked as a software developer, the couple harbored a desire for a toxin-free existence.
Returning to India Amidst the Pandemic
The COVID-19 pandemic served as a catalyst for their decision to return to India in 2021. Alankrutha reflects on the pandemic’s profound impact, prompting a realization of the significance of living organically. Fueled by this epiphany, they founded Elephant In You – a Hyderabad-based brand focusing on three fundamental aspects of living: food, clothing, and shelter.
Reviving Natural Dyeing Techniques
Alankrutha’s journey into sustainability began with natural dyeing. Personal experiences with allergic reactions to chemical dyes spurred her interest in this traditional art form, which she discovered originated in India. With a determination to learn, she sought out a natural dyer in Ahmedabad, exchanging website development for invaluable lessons in natural dyeing techniques.
Collaboration for Sustainability
Central to Elephant In You’s ethos is collaboration with NGOs and farmers. By sourcing unbleached organic fabric from these partners, the brand ensures a sustainable supply chain for its clothing line, which includes shirts, dresses, and more, crafted from organic cotton, linen, and hemp and dyed naturally.
Cultivating Sustainable Agriculture
Transitioning from clothing to food, Elephant In You extends its commitment to sustainability with organic farming. Meher’s family farm provided the perfect backdrop for this venture, where they cultivate fruits, pulses, vegetables, and indigenous rice using natural and organic methods. The farm also serves as an educational hub, welcoming visitors to learn about organic farming practices firsthand.
A Sustainable Haven: The ‘Stay’ Component
Completing the trifecta of sustainable living, Elephant In You plans to offer eco-friendly accommodation. Their limestone home serves as a model for sustainable living, with plans to build a mud house using eco-friendly materials, providing guests with an authentic farm experience.
The Philosophy of Elephant In You
The brand’s name, Elephant In You, embodies a philosophy of living in harmony with nature, akin to elephants in the jungle. By advocating for sustainable living and responsible consumption, Alankrutha and Meher aspire to inspire others to be stewards of the environment.
Customer Testimonials
Customers like Mahima attest to the appeal of Elephant In You’s organic and sustainable offerings, praising the brand’s trendy designs and commitment to environmental responsibility.
A Call to Action for Sustainability
As Elephant In You continues to grow, Alankrutha emphasizes the importance of living sustainably. She believes that by embracing a slow and sustainable lifestyle, individuals can contribute to preserving the planet’s precious resources for future generations.
In conclusion, Elephant In You stands as a beacon of sustainable living, demonstrating how small actions can lead to significant positive impacts on the environment.
