Sukriti Jindal Khaitan, Co-founder - aša beauty  Sukriti Jindal Khaitan’s formative years laid the foundation for asa beauty. Her global upbringing, blending Eastern and Western influences, fostered a deep appreciation for fine aesthetics. This unique background also provided her with firsthand exposure to the immense benefits of a lifestyle rooted in nature and sustainable practices. This combination of influences and values is what ultimately inspired the creation of asa beauty.

Asha Jindal Khaitan, Co-founder - aša beauty For as long as she can remember, natural living has been a way of life for Asha Jindal Khaitan, born into one of India’s most distinguished business families. Her upbringing instilled in her a deep appreciation for fine aesthetics and sustainable practices. Asha’s twin passions for entrepreneurship and conscious living were sparked early through her involvement in the Jindal Naturecure Institute, founded by her father, Dr. Sitaram Jindal, and co-founding Pure Nutrition, a trusted name in natural health supplements. Asha describes herself as a creative aesthete, merging form with function and art with practicality. With the launch of asa beauty, she aims to create luxury cosmetics that inspire conscious choices and empower women. Together with her daughter-in-law Sukriti, Asha brings decades of experience and a commitment to wellness, sustainability, and fair business practices to the brand.