Amouve, based in Bangalore, helps organic farmers become sustainable and profitable. The cotton the start-up uses to make bed sheets, pillow covers, cushion covers, comforters and quilts is sourced from about 500 farmers, who are part of a cooperative. Middlemen are cut out. Cotton from organic farms goes to the factory and is woven into soft linen that gets softer with each wash. In this way Amouve provides eco-friendly bedding options to consumers. The company works with farmers in Telangana and surrounding regions and sells only single-ply 300 thread count sheets and its towels are super soft in 700 grams per square meter, crafted with a low-twist proprietary weave.
Amouve has stepped into offline retail and is present at Danube Home in Hyderabad. The plan is to be present in five more stores in the next one year and achieve a year-on-year growth of 25 per cent.
Most of the linen available in the market is plastic packed with no information on what the material is and conventional cotton uses pesticides, which are not good for the skin. On the other hand, polyester fabric releases plastic microfibers into waterways and these persist indefinitely, contaminating lakes and oceans, getting ingested by animals, and indirectly by humans.