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 Vedraj (Ayurvedic Physician) passed on from over more than ten generations.

ASAL owes its philosophy to the traditional Indian Science of Ayurveda. The word ‘Ayurveda’ is a compound of the word Ayus meaning ‘life’ or ‘life principle’, and the word Veda, which refers to a system of ‘knowledge’. Thus ‘Ayurveda’ translates as the ‘knowledge of life’. Ayurveda defines ‘life’ itself is as the combination of the body, sense organs, mind and soul, and thus is concerned with measures that protect Ayus, which include healthy living along with therapeutic measures that relate to physical, mental, social and spiritual harmony.

All ASAL products are made following traditional methods of slow manual processing thereby eliminating wastage of non-renewable fossil fuels. The products are grown and processed by rural farmers and artisans, providing employment opportunities for them. The beneficial natural qualities of all products are thus retained.

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.