The Shaj Family's Journey: Spreading Everlasting Virtue, One Safe Wash at a Time

From the humble roots of Kerala to the heart of Indian households, the story of Everlasting Virtue is one of love, resilience, and unwavering dedication.

A Father’s Love, A Family’s Mission

In the quiet town of Kannur, Kerala, in 1999, N.K. Shaj, a loving husband and father, faced a profound challenge. His wife, Smt. Leela, suffered silently from allergies and skin irritation caused by conventional soap and detergent chemicals. Witnessing her discomfort ignited a spark—a desire to create a safe, gentle cleaning solution that didn’t compromise on effectiveness. Driven by love and compassion, Shaj spent countless late nights experimenting with natural ingredients, coconut oil, and innovative formulations. The result? India’s first non-allergic, eco-friendly detergent cream that was safe for family skin and tough on dirt. That was the humble beginning of what would become a revolutionary home-cleaning movement.

Building a Legacy of Care and Innovation

As the years progressed, Shaj’s dedication blossomed into a full-fledged enterprise. His initial invention—crafted in their small Kerala kitchen—became a trusted household name. Soon, his sons, driven by the same values of safety, sustainability, and innovation, joined the mission. Together, they expanded the family’s reach, creating products like CRUX Complete Cleaning Solution, CRUX White Clothes Wash, and Social Wash—a biodegradable toilet cleaner. Each product embodied their core belief: cleaning solutions should be safe, effective, and accessible to every Indian home.

From Local Roots to National Presence

The journey from a small village workshop to national recognition was marked by perseverance. The family overcame water scarcity challenges, Indian water hardness issues, and market skepticism—all with unwavering faith in their eco-friendly, coconut oil-based formulations.

Making a Difference, One Home at a Time

Their products started transforming lives—eliminating harsh chemicals from daily routines, reducing environmental impact, and ensuring that health and hygiene came without compromise. Families across India experienced the gentle power of the Shaj family’s innovations, making them not just customers but part of an expanding community committed to safe cleaning.

Innovation with Heart: The Future Is Family

Today, the Shaj family’s journey continues with a steadfast focus: to make safe, eco-friendly cleaning accessible to all. Their vision extends beyond products—it's about creating a movement that champions natural ingredients, sustainable practices, and family-first values. They tirelessly believe that every home deserves a clean, safe environment—one that cares for people and the planet alike.

An Invitation to Join the Legacy

As you embrace Everlasting Virtue, remember that each bottle of CRUX, each tub of social wash, and each piece of produce wash is a testament to a family’s love—crafted with care since 1999. Their story reminds us that true innovation begins with compassion, and lasting change comes from hearts committed to bettering lives. Join us in this journey—experience the power of safe, effective, eco-friendly cleaning today and become part of the Everlasting Virtue family’s legacy.