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Chronicling Ishrat’s Shifa
Ishrat’s rendez-vous with India unfolded six decades ago. The year was 1950. She came to India as a young, beautiful bride from Kabul, Afghanistan. A new land meant a new home. Her husband chose to make Agra, the city of devotional love, as this new home.
Ishrat packed a whole lot more than just souvenirs and keepsakes, or memories of her loved ones, or bits of intricate history from the mystical Kabul. She carried something special – the blessing of generational knowledge – her shifa.
Her intuitive ingenuity at concocting therapeutic potions and blends was extraordinary. It didn’t take much time for people to appreciate and value Ishrat’s creations. The nourishing, soulful blends soothed several ailments. They were miraculous. She was Nature’s own alchemist.
These old worldly, Persian concoctions were a breath of fresh air. Pitched against the juggernaut of skincare trends and DIYs, Ishrat’s time-tested formulations worked wonders and were safe to use.
There was a problem. What about Ishrat’s legacy? Who would carry on these traditional, secret recipes? Would these recipes be lost in the sands of time? These were some very tough questions for the Yousufzai family.
As luck would have it, what started at Ishrat Manzil (Ishrat’s eponymous home) in Agra culminated into a modern brand with traditional values – our family’s values.
2018 was the year Taaseer was launched in New Delhi by us. Who are we? We are Ishrat’s grandchildren, lnnayat and Khuloos. Beautifully interweaving the old and new, the traditional and contemporary, the timeless and modern – with Taaseer – our grandmother’s shifa could finally be presented to the world.
Persian Traditional Wellness Care
Taaseer, is made with Innayat and Khuloos, which means ‘grace’ and ‘hearty’. These formulae were well-kept secrets for the past many generations in our family.
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Taaseer and the road travelled
Laying the foundations for Taaseer wasn’t easy. There were hits and misses. The way Taaseer came to be in its current form has deeper roots in awareness and realisations, than just wanting to start a business. When I set out on this journey, I started alone, Khuloos joined me later on.
You would notice I talk about “journey” quite a bit. Taaseer has been a tremendous journey for me. It’s been an awakening. A realisation. I could acknowledge and be grateful for nature’s healing powers, and the cosmos bestowing its blessings on my grandmother.
Before Taaseer, I lived an extraordinarily fascinating life, travelled the world, and worked as a graphic designer. Things started falling apart when grandma fell ill. It was a major setback. I immediately rushed to Kabul to see her.
This chain of events sparked a change within me. There were periods of conflicts, deep introspection, and contemplation. I realised how pious my grandmother’s work was. I got involved in her work, and almost like an enlightenment – I found this to be my calling — I was meant to continue my grandma Ishrat’s beautiful art.
After much reflection, I quit my job in Delhi and followed my grandma’s footsteps. I was taken under her wings. The learning was liberating. It was humbling. Going back to the roots, experiencing and working with divinely therapeutic Yunani herbs and the sanctity of the traditional rituals and practices — transformed me. I found my ikigai.
After returning to Delhi, I started Taaseer in 2018. Our first product was Moajaza, Taaseer’s signature hair oil, made using the purest of Persian Yunani herbs. Khuloos and I have come a long way since then, and we have a longer journey ahead of us. Living up to our grandma, Ishrat’s shifa, is what we desire.
We truly and wholeheartedly believe Taaseer to be our path and calling. Our products at Taaseer are meant to be a wholesome experience, and not just a dreary routine. We want you to join us on this journey to rediscovering the ancient Silk Route’s well-kept secrets, and our family’s treasure trove of wellness recipes passed down through generations.
— Innayat