Interview with Yawer Ali Shah
Yawer Ali Shah
Yawer Ali Shah
Co-Founder and CEO
AMA Herbal
AMA Herbal

Aim to convert 25% of global consumption of dyes to natural dyes

Synthetic colours and dyes were all the rage till the very first ban on Azo dyes came from Germany in 1995. In India, Yawer Ali Shah and Masood Zaidi had begun their research in the early Nineties on natural and herbal products to create a viable commercial option that was hundred per cent natural. And it was in 1996 that they launched their first research product -- extract form of natural dyes. While Shah steered the innovative project, Zaidi took care of the funding that finally saw the launch of AMA Herbal Group of Companies. Today, AMA supplies natural dyes to some top global brands and retailers. Shah discusses with Fibre2Fashion his company’s commitment towards sustainability by reducing the carbon footprint of dyes in the textile industry.

What percentage of the market pie for industrial application of natural dyes does AMA Herbal claim for itself? What are your future plans as a company?

AMA is a true leader with 80 per cent market share in the industrial application of natural dyes. We endeavour to reach and convert at least 25 per cent of the world’s total consumption of dyes to natural dyes. We are already in expansion mode, and you will hear the news soon. We strive to make textiles fully sustainable by one method, and that is by the use of natural dyes.

What is the process used to extract natural dyes for the textile industry?

Only the aqua water form of extraction process is used to extract natural dyes for the textile industry.

How much carbon reduction and sustainability do your natural dyes promise?

Based on the LCA (Life Cycle Analysis) Report – making 1 kg of synthetic indigo creates 10.8kg of CO2 whereas making 1 kg of bio indigo reduces CO2 emissions by 0.68 kg.

What is the production capacity of dyes at AMA?

We have an installed capacity of 40 MT of natural dyes in a month or 480 MT in a year.

Which are your patented dye products?

Some of our patent in process products include: complete range of auxiliaries; room temperature dyeing; pigments (ready-to-use).

What is the story behind founding of the brand? What is the employee strength of the company today?

Initiated by me (Yawer Ali Shah) and funded by Masood Zaidi, the foundation of AMA Herbal was based on the idea of eco-friendly dyestuff and eco-friendly business. Initially known as AMA Herbal Laboratories Pvt Ltd, the company is now globally known as AMA Herbal Group of Companies. Combining the experience of dedicated technical staff at AMA, we come with a collective knowledge base of more than a 100 years and from eclectic backgrounds. At AMA the entire work force connects to the sustainable paradigm that we have created to help the society, economy, and the planet. Our workforce has a proactive approach, empathetic behaviour, and multitasking skills that empower the core of our company. 

How big is your R&D team? Which are the latest technologies they are working on?

Our R&D team comprises 15 dedicated professionals from various fields. We are focusing on making more and more sustainable products and substitute ecodisturbing chemicals to lead a healthfriendly and sustainable world.

Which are some of the leading textile companies to whom you supply your dyes and textile auxiliaries to?

We supply natural dyes and work with leading international retailers/brands like Levi’s, H&M, Gap, Inditex, C&A and many more. They buy from various mills and processing houses in India, Bangladesh, Turkey, China, Sri Lanka, etc who use our natural dyes.

Which are your major markets application-wise in India and abroad?

Garment dyeing and denim are the major focused markets. Garment dyeing is the most promising area.

Which of your dyes is in great demand in the market?

All dyes draw a reasonable attention of designers. It is a personal choice which colour they like. Bio Indigo, Mallow, Rubia, and Leafy Green are some of our natural dyes that have a great demand in the textile industry. (PC)
This article was first published in the March 2021 edition of the print magazine.
Published on: 23/03/2021

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of