'Life & Pursuits’ is a mission to spread health, happiness and harmony in the world. It’s fundamentally a celebration of what’s truly worthwhile in anyone’s life.

The Mission

We live in a world where irresponsible human activities have harmed nature to dangerous levels. Today, our children are exposed to unprecedented levels of toxic chemicals in food, air, water and everyday products.


This has resulted in an explosive growth of ailments like cancer, asthma, hormonal disorders and allergies. Unfortunately, this is true not only for adults but also for babies and young children. Continuous abuse of nature has come back to haunt humankind.


Life & Pursuits is our humble effort to change this grim situation. We’re a purpose-driven organization and call ourselves People Against ToxinsTM. Our initiative ‘Campaign Safe Childhood’ strives to create a natural, safer and toxin-free world for children. We consciously focus more on child safety as it allows us to maximise our social impact in the long run.

Life & Pursuits Overview

We offer India’s first ‘certified’ organic baby and family care products based on the proven wellness science of Ayurveda. Our products are certified by USDA (USA) and NATRUE (Europe), the most stringent and reputed organic certification programs globally.

Thus, we’ve integrated the ancient wisdom of Indian Ayurveda with the most modern & scientific quality standards of the West.

In today’s world, most of the companies indulge in unethical ‘green-washing’ and wrongly claim to be ‘organic’ or ‘natural’. We’re proud to offer products that are genuinely certified by the top international agencies.

Our mission is to ensure that our customers get the safest and the best international quality organic products.

Life & Pursuits Products
Life & Pursuits Foundation

Our not-for-profit, Life & Pursuits Foundation, champions our cause and the associated initiatives. Keeping with our social & activism ethos, we want to:


- Educate parents about hazardous and toxic chemicals in personal care products, food products, toys, etc.


- Enhance people awareness against false claims made by companies for their ulterior motives.


- Promote Organic lifestyle for a safer, healthier and sustainable future for our children.

About the Founders

Life & Pursuits is the life-mission of Mudit Consul, an alumnus of Harvard Business School (HBS) and Indian Institute of Management (IIM Indore).

Even as he had a great corporate career, he always felt like an outsider and knew it wasn’t his real calling. He had a deep longing to connect with a higher purpose and contribute meaningfully to the society. This inner pursuit led him to quit his high-profile corporate career and lay the foundation of Life & Pursuits mission as well as the not-for-profit Life & Pursuits Foundation in 2016 along with his wife, Aditi. Being avid nature lovers, they synthesized it into their mission, and now they want more and more people to discover true health, happiness and harmony by going back to nature.