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

  • Partnerships with US and UK based companies with over 50 years of eco-heritage

  • Less is more - Our detergent powder uses 1/3rd powder & packaging, our detergent liquid  saves at least 25% water and electricity

  • Verified by certified labs and approved by consumers for quality

  • Sustainable packaging - we use 100% post consumer recycled plastic bottles and cans

Clothes Washed From Ethiek Laundry Detergent Products

How did we,  solar energy professionals, hit the wave of responsible cleaning?

A chance encounter with a dry cleaner made us realise that thousands of professional cleaners were still using PERC ( percholoro ethylene ) - a proven carcinogenic ingredient. We wanted to change that, and let people have a safe and sustainable cleaning experience. So we launched Laundromania - a professional cleaning service.

At Laundromania, our eco-nuts made sure to eliminate the use of harmful chemicals and include eco-friendly steps in the process. Incorporating air drying and steam pressing instead of using hot iron plates directly on garments, Laundromonia reflects the ultimate cleanliness with absolute greenness.

As the journey of Laundromania continues, we also asked ourselves if we can make a bigger impact in this area of Responsible Cleaning - leading to the launch of cleaning products under the brand name Ethiek.


  • Ayushi Pande

    Ayushi Pande

    Ayushi has over 12 years of experience in renewable energy & private equity. She has a strong perspective on sustainability and is passionate about bringing a change. Ayushi is also a co-founder of Laundromania, a sustainable laundry and dry cleaning service.

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  • 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.

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  • Lakhshya

    Lakhshya, an MBA graduate from IIM Indore, brings a wealth of experience in banking and consulting. His fervent passion for making an impact and deep understanding of the importance of sustainability for a brighter future have led him to Ethiek.

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Quality Commitment

  • Consumer Tested

    Successfully beta tested with 200 customers from 3 metros. Some even say its magical

  • Ethiek Detergent powder & liquid

    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