The Indian retail e-com market is growing at over 40 per cent each year, with new companies joining by the day. However, LhCares, the online venture of designer duo Hemant Sagar and French partner Didier Lecoanet, which was launched in September, comes with a difference — to promote healthy living with organic and ‘ayurganic’ clothing.
Cover up
The trademarked concept of ‘ayurganic’ implies organic clothing which has been manufactured using ayurvedic treatments. Sagar explains, “The garments or ayurvastra (Ayur and vastra meaning ‘health’ and ‘cloth’ respectively in Sanskrit) have been permeated with special herbs and oils, making them free of synthetic chemicals and toxic irritants. Wearing these garments helps restore balance within the body and strengthens the immune system.”
Making a difference
Despite the profusion of several home-grown organic brands, Sagar insists that they are different. “I feel that there is no comparison with any other brand, as we are providing the pieces as packaged products, which the people will discover when they open the packaging. The wearer will experience the sealed ayurganic garments for the first time at home,” he says. We like the informal jumpsuits, kimonos, shorts, trousers and tank tops for their relaxed and comfortable feel. They come in natural beige, due to the absence of dyes. Sagar reveals that babies’ clothes are “an idea we want to develop in the future.”
Point of origin
The Paris-origin label Lecoanet Hemant, which caters to millionaires, arab princesses, French aristocrats and international film stars, set up shop in India in 2003. Sagar, a graduate from Paris’ ecoles de la Chambre Syndicale de la Couture Parisienne, tells us how Lh Cares, the organic collection, came about, “I grew up in an atmosphere where we were very conscious about preserving the environment. hence, we decided to take a step further and launched our ayurganic line in august 2011.”
Priced between `2,000 and `6,000. Details: lhcares.com