Our Story


Asal’s aim is to bring wholesomeness and sustainability into the lives of people through products that are organic and chemical free in origin. Asal believes in nurturing with nature and tradition and offers an alternative approach to living, one that is in harmony with the environment and with one, own body.

Modern lifestyles are becoming increasingly unsustainable and we are being forced to rethink the way we live. Asal is a unique Lifestyle Store, located in the heart of Ahmedabad, Gujarat. In addition to organic foods the store also celebrates handicrafts from different parts of India.


Asal’s philosophy to be in harmony with the external environment and with one’s own body has led it to adopt practices that are environment friendly and at the same time economical. The store does not use any form of electricity, lighting and ventilation are provided by large windows and castor oil lamps in the evening. The store has used lime plaster on the walls and gobbar (cow dung) based flooring, these materials are eco friendly and at the same time regulate the temperature in the store. The premise of the store also houses a rain water harvesting tank that helps in water conservation. These efforts have inspired Asal patrons to adopt similar changes in their lifestyles. Read more here.

Asal Assurance

Asal, meaning ‘real’ in Hindi, stands by its name and is committed to providing quality products while practicing thousand year old, time tested methods. The raw materials for Asal products are sourced from farmers across the country to ensure the best produce in each product category is procured. All Asal organic food products are recipes prepared as per the specifications of the VaidyaRaj (Ayurvedic Physician) passed on from over more than ten generations.

Asal’s organic food recipes are guided by VaidyaRaj Bhaskar Bhai Hardikar, Pranav Bhai Dave and Suhas Bhai Devaskar. All Asal products are hand processed following traditional methods thereby promoting culture and craft, providing employment opportunities and adopting sustainable practices.