Purearth pledges to aid daily-wage labourers around Pune
Ayurvedic skincare and wellness brand Purearth has begun distributing essentials to day-labourers around Pune through its charitable organisation Pure Purpose Foundation and has launched a donation appeal.
“I have mobilised our Pure Purpose Foundation, a Purearth sister organisation and tax exempt charity based in Pune, India through which we are distributing ration- rice, dal, atta, oil, soap, and essential necessities to bastis, rozgaars and labourers’ families around Pune,” the brand’s founder, Kavita Khosa, announced on Facebook on March 29.
“Rozgaars- daily wage labourers and migrant workers have been terribly affected by the Covid-19 lockdown in India,” wrote Khosa.
“Jobless and homeless, thousands around our studio area in Pune are left hungry, with social distancing practically impossible and transmission a frightening prospect.”
Like most Indian industries, the fashion and beauty industries rely on day-labourers. Khosa has asked customers and fans of the brand to donate to a tax-deductible ‘General Fund’ and stated that a donation of Rs 1,000 ($13.16) can feed a family for 14 days.
Kavita Khosa launched Purearth in 2014 as a vegan and cruelty-free Ayurvedic beauty and wellness brand. Purearth retails from its dedicated e-commerce site and has a presence in multi-brand stores. The brand retails products including body butter, eye serum, face oil, and facial mist.
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