Behind the brand

With a desire to make luxury beauty, purposeful and accessible, asa has been founded as a clean beauty brand that is the first-of-its-kind in India, by Asha and Sukriti Khaitan. With both of them invested in the idea of a better world, this dynamic mother and daughter-in-law duo are now committed to providing the global Indian woman with the conscious choice of sustainable luxury specially crafted for her.

Asha Jindal Khaitan

Having grown up in the nurturing environment of Jindal Naturecure Institute and eventually being completely absorbed in its working, Asha strongly subscribes to the healing power of nature. Immersed in the goodness of natural living, she is actively involved in ventures like Pure Nutrition that promote wholesome health. And now, to extend her passion towards clean beauty, she has chosen to conceive ‘asa’ along with her equally passionate and zealous daughter-in-law, Sukriti.

"asa is born with a resolve to alter the beauty landscape and familiarise the Indian woman with purposeful luxury that not only celebrates her but also the world we live in."

Sukriti Khaitan

Sukriti, an integrative health coach herself and the Director at Jindal Naturecure Institute, has lived most of her life in Hong Kong and New York, and therefore wishes to bring global aesthetics and clean beauty standards to India. Having found her calling in sustainable living, she has studied biodiversity, bioavailability and bioindividuality. So, it was only natural for her to find her kindred spirit in Asha.

What we stand for

Let’s create a purposeful world where we embrace consciousness consciously, as a collective.