1 spoon for 10 clothes
Dirt is gone in one minute, without the hard work.
In 1999, Shaj’s wife began to react to commercial detergents. So he set out to make a wash kind to her skin. Twenty-five years later, that one formula is a technology behind every Crux product.
Soak, wait, done — laundry cream that works in a minute.
Save 25%One bottle, every surface in the house.
Soak, wait, done — laundry cream that works in a minute.
Save 25%One bottle, every surface in the house.
Some detergents add fluorescent brightening agents.
They don’t remove dirt.
They stay on your clothes and bounce light, so whites look whiter.
Bright is not clean.
Crux without FBAs
Inadequate detergents with FBAs
Left out on purpose, so it stays kind to hands that wash every day.
Why it’s added
Liquid detergents are mostly water, which spoils easily. Preservatives stop microbes growing.
Why it’s a problem
Some common preservatives, parabens included, can cause skin allergies in some people. That matters when you wash by hand.
Why Crux doesn’t need it
Crux is a concentrate that doesn’t spoil, so there is nothing to preserve.
Why it’s added
It makes the wash strongly alkaline, so it cuts dirt fast and cheaply.
Why it’s a problem
It is harsh on skin that washes every day and can dry and irritate hands.
Why Crux doesn’t need it
Crux’s formula cleans without harsh alkali.
Why it’s added
To carry fragrance and make it last.
Why it’s a problem
They are linked to hormone-disruption concerns, and they do nothing for cleaning.
Why Crux doesn’t need it
Crux cleans because of its formula, not its scent, so there is nothing for it to carry.
Why it’s added
Liquid detergents are mostly water, which spoils easily. Preservatives stop microbes growing.
Why it’s a problem
Some common preservatives, parabens included, can cause skin allergies in some people. That matters when you wash by hand.
Why Crux doesn’t need it
Crux is a concentrate that doesn’t spoil, so there is nothing to preserve.
Why it’s added
It makes the wash strongly alkaline, so it cuts dirt fast and cheaply.
Why it’s a problem
It is harsh on skin that washes every day and can dry and irritate hands.
Why Crux doesn’t need it
Crux’s formula cleans without harsh alkali.
Why it’s added
To carry fragrance and make it last.
Why it’s a problem
They are linked to hormone-disruption concerns, and they do nothing for cleaning.
Why Crux doesn’t need it
Crux cleans because of its formula, not its scent, so there is nothing for it to carry.
10 clothes need 10 g of Crux. Ordinary powders and liquids ask for 60 to 90 g.So what is in the rest?
Fillers
Water + preservatives
Every gram cleans
Nothing left undissolved, so nothing is left behind.
[X] spoons per load. Top load and front load.
81% of Indian households have no washing machine. Without one, clean clothes mean brushing, soaking, beating and bar soap. Even with one, many people pre-scrub, pre-wash or soak first.
Crux replaces all of it. One spoon. One minute.
Source: National Family Health Survey.
81% of Indian households have no washing machine. Without one, clean clothes mean brushing, soaking, beating and bar soap. Even with one, many people pre-scrub, pre-wash or soak first.
Crux replaces all of it. One spoon. One minute.
Source: National Family Health Survey.
From the pouch to the drain, Crux takes less from the planet and leaves less behind.
85% less packaging. 1 tonne of Crux replaces about 9 tonnes of ordinary detergent and its packs.
Up to 9x less to transport. Fewer trucks, less fuel.
3 rinses at most. Less water.
Phosphates feed algae that choke rivers.
Not in Crux.
EDTA can free heavy metals in rivers.
Not in Crux.Fluorescent agents linger in the water.
Not in Crux.No offset schemes, no badges. Just a formula built to do less harm, from the first ingredient to the last rinse.
From government recognition to media coverage and independent tests, here's what others have to say about Crux.
Everlasting Virtue Private Limited is recognized as a startup by the Department for Promotion of Industry and Internal Trade, Government of India.
11 Aug 2002
Wife's soap allergy turns Shaj an inventor: How love for his wife and concern for her skin sparked the 25-year journey to invent Crux.
11 Dec 2008
This rags-to-riches story is no soap bubble! Coverage of the breakthrough concentrated laundry cream.
5 May 2002
National Malayalam daily reports on the breakthrough multi-use detergent paste developed in Kannur.
A concentrated, filler-free cream that dissolves fully in water, even cold, and leaves no residue.
About one spoon, 10 g, for 10 clothes. The dose is printed on each pouch.
Insta Matic is made for machines. One Minute Wash is for bucket washing. 1 to 2 spoons per standard machine load.
It was created because the founder’s wife reacted to commercial detergents, and it leaves out preservatives, caustic soda and phthalates.
Crux has no fluorescent brightening agents. You get true colour, not glow. Bright is not clean.
No. Dirt is gone in one minute without brushing, pre-washing, beating or bar soap.
Crux uses up to 9x less detergent and 85% less packaging, leaving out phosphates, EDTA, and fluorescent agents so waterways stay clean.
We deliver pan-India with fast tracking, accept all major payment methods, and offer an easy, hassle-free return policy.
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