JURU Story (Ju – Ru)
The quest to find a good mat started when we were struggling for grip on my regular PVC mat during the teacher’s training course. With long hours of practice, the mat was tough to maintain and had started slipping, flaking, smelling! The search for good yoga mats resulted in educating myself with popular and stylish yoga brands and also learn about the detrimental effects PVC/TPE/Micro Fiber mats have on our body and environment at large. Yoga as a practice teaches us to nourish ourselves and protect and respect Mother Earth – not destroy it.
‘juu-roo’ means ‘joy and happiness’ in native tribal languages around the world.
There are other factors that played a vital role in JURU’s inception. We wanted mats and props to reflect and value the peaceful principles that yoga embodies; one of which is to establish perfect harmony with nature. Taking inspiration from some wonderful international eco-yoga brands and from the make-in-India campaign, we launched our first made-in-India anti-slip yoga mat.
It was our eureka moment and it came around Jan 2014. We had discovered a unique blend of cork and natural rubber for the best yoga mat for everyday practice. Instead of crying Eureka we cried JURU! And this is precisely what JURU is – a perfect yoga companion for yogis who wish to choose the eco-friendly path.
JURU has grown from being a product name to being a made-in-India yoga brand that strives to deliver innovative, comfortable and trending, eco-friendly yoga mats, props and accessories made from unique and sustainable resources like cork, jute, natural rubber, cotton, etc., for yoga-lovers across the globe.
We believe that JURU products are not an outcome of long hours of brainstorming and hard-work alone, but also of love, built to celebrate yoga’s many triumphs, a gift from one yogi to another, a gift from a yogi to nature!