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The concept of Arata came to life during an evening in January 2016. The co-founders of Arata, Dhruv Madhok and Dhruv Bhasin had been good friends for years. Madhok was hosting a gathering at his home, and the conversation steered towards the harmful effects of toxic hair styling products. 

They realized that today almost every personal care product on store-shelves, barring a few oils, has chemicals in them. A few chemical ingredients, known to be carcinogens, banned in North America and Europe, were still widely used in products in India. 

During the conversation, Bhasin talked about a natural hair gel his mother had been making at home by boiling flax seeds, which was as effective, nourishing, and safe as commercial hair gels. A few days later, he sent Madhok a bottle to try, and Madhok loved the product. 

The Dhruvs met at multiple coffee shops across Delhi thereafter, and Arata sparked to life. While sipping great coffee, the two men realized that they were surrounded by constant toxicity. There wasn't a single brand that offered 100% natural personal-care products. 

They knew right away that things needed to change. 24 months later, the first product was sold on www.arata.in.

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