There was a time when nobody bought kumkum. It was ground at home, or it came from the temple, and it was made properly for the simplest of reasons — the people making it were the people using it.

Somewhere along the way these became products. And products get cheaper. Dye took the place of turmeric. Fragrance took the place of sandalwood. Paraffin took the place of camphor. Nobody announced it. It simply happened, quietly, to the smallest things in the house.

Mahvika exists to make them the old way — held to the standard they were held to when no one was selling them.