Womenswear brand Grassroot by Anita Dongre launches first e…


Designer and entrepreneur Anita Dongre’s womenswear brand Grassroot has launched its first ever laundry gel. The product, named ‘Eco-Friendly Laundry Gel’ is designed to offer a sustainable and health-conscious alternative to chemical products. 

Grassroot by Anita Dongre’s first laundry gel – Grassroot by Anita Dongre

“Research indicates that the vast majority of laundry detergent available today leaves a chemical residue on the fabric that then causes havoc through lifelong absorption,” announced the brand in a press release. “From skin troubles to endocrine dysregulation to the occasional lung ingestion, the risk to human life is great but it is amplified by releasing sulphates, phosphates, chlorine-based chemicals, talc, artificial additives, and optical brighteners into water sources.”
In order to combat this, Grassroot’s new laundry gel made with organic ingredients and is hypoallergenic, cruelty-free, vegan, and earth-friendly, according to the brand. The product uses naturally occurring minerals to remove stains, odours, dirt, and germs and it is sold in a concentrated form to reduce water waste. 

The laundry gel is manufactured in solar-powered, zero-liquid discharge facility and all by-products from the production process are repurposed for on-site gardening. The laundry gel’s packaging is made from 100% post-consumer recycled plastic and can be recycled in Anita Dongre clothing stores. The product has launched online and in Anita Dongre stores across India.  

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