Why Ethiek?
A dutch word for ethics / morality / consciousness / responsibility
Not “just another eco-friendly brand”, but a true amalgamation of all your green choices. Bringing you a newer and greener leaf of Ethiek’s products
We want to be your reliable one-stop-shop for all fabric care needs with our high performing, sustainable range of products.
The Founders have a decade of experience in running Laundromania, a large retail chain of leather and fabric care. Backed by this expertise and knowledge, Ethiek was born. With Ethiek, we want to make a bigger impact in the area of Responsible Cleaning.
Our portfolio ranges from powerful Stain Removers and Concentrated Detergent Powder to Delicate Detergents for cleaning your Silk & Woolen garments and Undergarments at home.
We have partnered with eco-friendly detergent manufacturers in the USA and UK that have over 50 years of eco-heritage. Each of our products is specially curated for a different need of our end-consumers.
Our Team
Ayushi Pande
Ayushi Pande is the Founder & CEO of Ethiek. She started her career in renewable energy and finance. Later, she built Laundromania, a dry-cleaning chain across five cities. Ayushi studied at LSE and LSR. With Ethiek, launched in 2023, she aims to make fabric care simple, safe, and sustainable for every home.
Pranjal Rathi
Pranjal Rathi, a Chartered Accountant and alumna of Loughborough University, hails from a business family. Her profound passion for entrepreneurship, coupled with a strong desire to create a positive societal impact, steers Pranjal's journey. It's this alignment of values that drew her to Ethiek, where sustainability resonates deeply, fueling her commitment to making a meaningful difference.
Quality Commitment
Consumer Tested
Successfully used by 100K+ families. Some even say it’s magical.
Consciously Formulated
In partnership with leading eco-companies from US and UK, contains no harmful chemicals
Responsible Packaging
Our powder cans and liquid bottles are made with 100% post consumer recycled plastic
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