Professional Fabric Care. Now at Home.
Ethiek brings dry-clean level performance to everyday laundry — with specialised solutions designed for how fabrics actually behave.
The Problem with Laundry Today
Most laundry products are built for “everything”. But fabrics aren’t.
Whites Yellow
Silks Lose Softness
Stains Don’t Go Away
Leather Gets Ruined
What Makes Ethiek Different
Designed for fabrics that deserve better than one-size-fits-all care.
Fabric-Specific Solutions
Each product is designed for a specific fabric or problem.
Professional Performance
Powered by globally sourced actives and textile science.
At-Home Convenience
Dry-clean like results without the hassle.
Built by Fabric Care Experts
Before Ethiek, we built and scaled Laundromania — a multi-city dry-cleaning and fabric care business.
We’ve handled thousands of garments across luxury fabrics, tough stains, leather restoration, and delicate care.
Ethiek is built on that real-world experience — not just lab theory.
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.
What Makes Our Products Work
High-performance actives sourced from the US & Europe
Advanced stain-removal chemistry
Targeted, problem-specific formulations
Tested on real garments, not just lab samples
0 K+
Orders Served
0 K+
Tough Stains Solved
0 K+
Whites Brought Back To Life
Upgrade your fabric care routine
Experience premium care for your clothes with our Performance-first solutions.
