WHAT WE LOOK FOR

The interesting part isn't always the product.

Sometimes it's the ritual behind it.

Sometimes it's a material we've never seen used that way.

Sometimes it's an everyday problem solved with a completely different
idea.

That's what catches our attention.

  • Everyday Rituals

    Things people have been doing for years — somewhere else.

  • Unexpected Ideas

    Familiar categories approached differently.

  • Small Discoveries

    Products that make you stop and think, “Why don't we have this here?”

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INDIA PERSONAL CARE

India does deodorant differently.

In India, crystal deodorants aren't exactly a new idea.

Phitku takes a mineral crystal traditionally used for odor control and
turns it into a surprisingly simple everyday deodorant.

No complicated formula. No elaborate routine.

Just a very different approach to something most of us use every day.

Discover Phitku
A collection of everyday discoveries from around the world

From here, we keep looking.

India is where we started.

There are many more everyday ideas worth finding.

India Japan Korea Pakistan Middle East More to come

What we've found

Six things worth knowing about.

Everyday ideas, products and rituals we've come across that made us stop and look twice.

Phitku — an Indian crystal deodorant

India · Personal Care

Phitku

A surprisingly simple approach to everyday odor control. →

Akeshaa discovery

Japan · Kitchen

Discovery Two

A small idea that makes an everyday task easier. →

Akeshaa discovery

Korea · Everyday Living

Discovery Three

Something familiar, approached in a completely different way. →

Akeshaa discovery

Pakistan · Food

Discovery Four

An everyday ingredient with a story you probably haven't heard. →

Akeshaa discovery

India · Everyday Ritual

Discovery Five

A ritual that's been quietly solving the same problem for years. →

Akeshaa discovery

Middle East · Home

Discovery Six

A beautiful solution to a very ordinary problem. →