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 can

Our Vision

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

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.

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 tested by 10,000 + families. Some even say it’s 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