Born from Care. Built for Every Home.
Crux began in a home kitchen in Kannur to solve a personal pain. Twenty-five years and 2,000+ formulations later, our founding promise hasn't wavered: make everyday cleaning safer, smarter, and genuinely kind to hands.
Shaj Narikutty Kanoth
“A solution powered by love, not labs.”
Shaj NK founded Crux in 1999, driven by a simple mission: create safer, smarter everyday products. An avid researcher with 2,000+ formulations spanning detergents to food, his work blends uncompromising cleaning performance with natural science.
A father of 8 (7 boys, 1 girl), Shaj lives in Kannur, Kerala. He also runs a small café serving 100% natural food—free from artificial flavours, synthetic colours, or chemical preservatives—designed as a wholesome, scalable franchise model.
Following the passing of his wife in 2019, the family relocated from Kodaikanal back to Kerala. Through personal loss and relentless experimentation, his focus has never changed: build products that genuinely improve daily life for real families.
Twenty-Five Years in the Making
How a personal kitchen recipe evolved into a pioneering cleaning technology.
Born From Care
Shaj creates Crux at home to protect his wife from painful detergent skin allergies. A pure coconut-derived solution powered by love, not corporate chemical labs.
Trusted by Close Circles
Friends, relatives, and neighbours try Crux, fall in love with the gentle cream formula, and spread the word across the community. The first real-world validation begins.
From Home to Hustle
Direct doorstep sellers take Crux directly to local households, turning an intimate personal fix into a beloved, fast-growing local brand. Feedback flows straight back into formula improvements.
Local Legend, Painful Pause
Crux becomes a household staple across Kannur district. In 2019, after the tragic passing of his beloved wife, Shaj halts commercial operations. The family shifts base to focus on family and core formulation science.
The Legacy Reignites
Six years later, son Dasharath Sagar Nariman forms Everlasting Virtue Pvt. Ltd., partnering with his father to bring Crux to millions of Indian homes. Legacy continues; modern national scale begins.
Two Generations. One United Mission.
Bringing together decades of chemical formulation expertise, disciplined execution, and modern digital scale.
Shaj NK
Co-Founder · CMO & CTOMaster Formulator & Technology Lead. Oversees all product chemistry, testing standards, and zero-compromise ingredient selection.
Dasharath Sagar Nariman
Co-Founder & CEOStrategy, Supply Chain & Operations. Driving company building, national distribution networks, and the overarching vision of EVPL.
Hindu Sooraj Narasimhan
Co-Founder & Chief Digital StrategistDigital Growth, Brand & Customer Experience. Championing transparent digital communication and community engagement.
Recognized by Startup India (DPIIT)
Everlasting Virtue Private Limited is a registered startup recognized by the Department for Promotion of Industry and Internal Trade (DPIIT), Government of India. We are committed to green chemistry, sustainable manufacturing, and creating ethical consumer products that honor our heritage.
Experience what 25 years of care feels like.
Join thousands of Indian homes washing cleaner, safer, and with zero wasted detergent.