In the tranquil villages of rural Kerala, where the air is thick with the scent of coconut oil, spices, and monsoon soil, the story of Purvina quietly began—shaped not by business plans or market trends, but by memory, tradition, and an act of care born within a family.
Founded in 2020 by Jaya and her daughter Parvathy Avanoor, Purvina was not conceived as a brand at first, but as a response to something deeply personal—a moment that called them back to their roots and inspired them to carry forward a legacy woven with love, wisdom, and the richness of Kerala’s soil.
A beginning rooted in memory
When Parvathy’s grandfather, lovingly called Muthassan, was diagnosed with Alzheimer’s, the family turned to their trusted Ayurvedic doctor for guidance. Among his recommendations was a small but powerful addition to Muthassan’s daily regimen: 15 ml of hot-processed virgin coconut oil, known traditionally as Ventha Velichenna. This wasn’t just any oil—it was Kerala’s heritage in a bottle, revered for generations for its healing properties and spiritual significance.
But making Ventha Velichenna the right way isn’t simple. It calls for patience, skill, and an intimate understanding of the process—hours of stirring freshly extracted coconut milk in bronze uruli, the timing of the simmer, and the quiet knowing of when the oil is truly ready. With the lockdown of 2020 halting most daily routines and businesses, Jaya, who had always been deeply connected to her land and its practices, found herself with time she hadn’t had in years. She decided to make the oil at home, asking one of her staff members to help prepare it using traditional methods.
That simple act—of making oil for a loved one—set off a quiet chain of events that would soon evolve into Purvina.
For years, Jaya had been sharing homemade turmeric, pepper, and herbs from their farmland with friends and family. Each gift was received with warmth, and each time, the responses were the same: this is special, you should share it more widely. Those words, once merely compliments, began to feel like possibilities.
Parvathy, then working in a startup in Bangalore, watched the change from afar until it became impossible to ignore. The lockdown became a moment of stillness, a pause long enough for reflection. Leaving behind her fast-paced city life, Parvathy returned home to Malappuram to join her mother in something that felt bigger than just a new venture—it felt like coming home.
Together, they decided to name it Purvina—a Sanskrit word meaning “ancient” or “from the beginning”—a name that echoed their respect for time-honoured practices and the desire to keep them alive in modern times.
The heart of Purvina
They began with turmeric powder—sourced, ground, and packaged with the same care that went into preparing food for their own family. Ventha Velichenna, of course, followed. Then came the peppercorns, picked from vines that had long wound their way across their family land.
But this was never just about the products. From the start, Jaya and Parvathy were committed to doing things the right way—even if it took more time, even if it meant smaller batches. Their oil continued to be stirred by hand in traditional vessels, their products remained single-ingredient, and their processes were largely untouched by industrial shortcuts.
And perhaps the most remarkable part? 90% of the people making this oil are mothers—women who had never worked outside their homes but found empowerment and community in the shared rhythm of tradition. In this way, Purvina didn’t just protect heritage—it gave it a future.
Challenges, growth, and quiet persistence
Like any family-led venture grounded in values, the journey hasn’t always been smooth. Balancing the scale of growing demand with the slowness of traditional methods remains a constant dance. Ensuring consistency without losing the soul of the process has required restraint, patience, and unshakeable clarity of purpose.
There were questions: Would the world understand why their oil costs more than a supermarket bottle? Would people wait weeks for a batch made by hand? Would customers care about the difference between cold-pressed and hot-processed oils?
Yet, through it all, Jaya and Parvathy have chosen to stay rooted. What began as an effort to help a grandfather live with dignity has now become a community offering. Purvina has since grown its range to include Diaper Rash Protection Oil, Nipple Crack Oil, Baby Massage Oil, Dried Grated Coconut, Raw Mango Powder, Banana Porridge Mix, Arrowroot Powder, and even an Anti-Wrinkle Moisturising Oil—each born from lived experiences and deep-rooted needs within their own family.
A dream with soil under its fingernails
Their dream is not built on the metrics of modern business success. It’s much simpler: for Ventha Velichenna to become a gold standard of purity and safety—for babies, elders, mothers, and everyone in between. For Purvina to find a place in homes where wellness still begins in the kitchen. For their jars and bottles to be seen not as products, but as vessels of care, carrying with them the scents, stories, and sincerity of Kerala.
Jaya, with her grounded presence and generational wisdom, and Parvathy, with her vision and belief in building something meaningful, continue to lead Purvina together. Their bond as mother and daughter mirrors the soul of their brand—where legacy isn’t something to be left behind, but something to live out each day.
Purvina isn’t a business in the conventional sense. It is memory turned into practice. It is ritual made relevant. It is what happens when you let tradition breathe and evolve, without ever letting go of its essence.
In an age of fast fixes and louder voices, Jaya and Parvathy have chosen a slower, gentler path. And in doing so, they’ve reminded us of something quietly powerful: that some of the most meaningful stories don’t need to shout. They just need to be told, and tasted, and passed down—like recipes, like songs, like love.
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