About Aura
“There is, behind all things, a divine beauty, a divine harmony: it is with this that we must come into contact; it is this that we must express.”
— The Mother
Aura was founded with a strong aspiration to create a conscious space, radiating beauty and joy through all products and service. It strives to build collaborative partnerships based on trust and mutual respect for a higher purpose.
An inclusive project, connecting and uniting in all dimensions, helping to provide skills and employment with a focus on highest standards of quality. We are committed to quality, beauty and sustaining livelihoods locally as well as PAN India.
Aura About us
Aura was redesigned by French architect-interior designer duo Sabrina Drean-Cantereau and Thierry Cantereau. and launched on August 15th 2017 as an initiative of the AuroService Trust, to connect people with a mindful shopping experience. The mission is to serve as a connect to Integral Yoga through beauty and with products and services with a deeper approach.
Aura has five verticals:
THE SHOP
Aura, on the promenade overlooking the splendid Bay of Bengal, is now Pondicherry’s one of the finest boutique store that offers services ranging from clothing, home decor, personal care products, organic food items, a bookshop, a cafe along with customised journeys and events for those looking to explore and embrace the holistic life.
We believe in an eco-conscious purchasing experience for all our patrons that compliment their spiritual values. At Aura, we curate our products based on fair labor standards, organic ingredients, farm-to-table sustainability and crafts from Sri Aurobindo Ashram departments, Auroville, local artisans from Pondicherry and Tamil nadu. Ethical shopping, environment friendly products and community growth are at the base of our ethos.
THE BOOKSHOP
Aura Bookshop is space created for book lovers with an ambience of an informal library cum study room concept, where one can sit and browse. Our selection of books facilitate the growth of your mind and spirit. Browse through our collections and discover your next favourite book.
AURA JOURNEYS
The vision of AURA Journeys is to share knowledge to give deeper experience of the places one visits. This facilitation is immersive, meaningful, transformative that focuses on the inner journey as much as the outer. At the same time, we wish to nurture craftsmen, arts and culture of the people to be sustainable and give the traveller the true unique essence and flavour of the region.
AURA EVENTS
Aura Events is a space for contemplation, connection, exhibitions, workshops, interaction and learning.
AURA CAFE
Aura Cafe' is a meeting place with friends and family, to unwind with a cup of coffee on the promenade overlooking the splendid Bay of Bengal
THE VISION
At Aura, we seek to provide a unique holistic experience that encompasses our four ideals of aspiration, unity, radiance and abundance.
an Aspiration for the divine beauty,
a search for the Unity in creation,
a manifestation an expression of the Radiance within,
an expression of inner and outer Abundance.
We believe in an eco-conscious purchasing experience for all our patrons that compliment their spiritual values. At Aura, we curate our products based on fair labor standards, organic ingredients, farm-to-table sustainability and crafts from local artisans from Pondicherry. Ethical shopping, environment friendly products and community growth are at the base of our ethos.
We encourage you to experience the difference of mindful shopping at Aura. With our wide collection of clothing, accessories, beauty, personal care, home decor products along with customised journeys and events, we endeavour to provide a fulfilling personalised experience to all. Through online shopping, our patrons can become part of the conscious commerce from the comfort of their home and contribute to a collective better future.
ALL PROFITS FOR SOCIAL CAUSE
All profits from Aura sales go towards the social transformation programmes, projects and initiatives of the Sri Aurobindo Society.
SRI AUROBINDO SOCIETY
For nearly 60 years, Sri Aurobindo Society(SAS) has been unconditionally committed to establish dynamic spirituality in all aspects of human life. Envisioned by Sri Aurobindo, one of India’s greatest mystical visionary, and brought to life by his spiritual collaborator Mirra Alfassa, The Mother to forge a society that strives to embody and express effectively and impartially, the Supramental Consciousness. Staying true to its roots, SAS as a global nonprofit, and a spiritual, cultural organisation work towards social transformation through several initiatives that address the causes ranging from rural development, education, health, palliative care, prison reformation, sustainable development, children with special needs, to women and youth empowerment. With its head office in Pondicherry, and over 350 centres and branches Pan-India, SAS invites all those who want to work for the collective ideal of divine life regardless of gender, race, religion, nationality or political affiliation.
AN INVITATION
‘The world is preparing for a big change. Will you help?’
- The Mother
If you would like to know more about the Aura Store, be connected with us, or to participate and contribute to the collective creation of a new world, a better and happier future for all, please get in touch.