Sukriti Jindal Khaitan is the co-founder of asa beauty, a luxe beauty brand. An advocate of holistic wellness and mindful living, she believes that all-natural products can co-exist in a new realm of purposeful luxury. Having grown up in Hong Kong, she studied Economics and Psychology, with a minor in Chinese and Business Studies, at New York University, spending one semester in Florence. 

She lived and worked in New York City for a year before heading home to India. Upon her return, she assumed the role of the Director of Jindal Naturecare Hospital, one of India’s most reputed naturopathy hospitals. In her spare time, Sukriti enjoys travelling around the world and connecting with different philosophies. She believes that gaining first-hand insights into the worldviews of others has been integral to her pursuit of self-development. She continues to take one self-development course a year. This diverse exposure has allowed her an opportunity to closely examine and compare Eastern alternative medical and wellness sciences such as Ayurveda and traditional Chinese medicine, with more contemporary Western concepts such as mind-body medicine.

As a certified integrative nutrition health coach, Sukriti would find herself stocking up on clean beauty products during her travels. She was certain that there were many others like her, who were eager to seek out luxury beauty brands that were uncompromising in their outlook towards values and being cruelty-free, while also mindful about their social impact and environmental footprint. This inspired her to create a brand that would empower Indian women with clean beauty products they could rely on. And, so, joining hands with her mother-in-law, Asha Jindal Khaitan, she decided to combine her vast experiences and exposure to create a truly authentic clean beauty brand — asa beauty.