Crux's Founder
Shaj Narikutty Kanoth
Shaj NK founded Crux in 1999, driven by a simple mission: create safer, smarter everyday products. An avid researcher with 2,000+ formulations spanning detergents to food, his work blends performance with natural science.
A father of 8 (7 boys, 1 girl), Shaj lives in Kannur, Kerala. He also runs a small café serving 100% natural food—no artificial flavors, colors, or preservatives, designed as a scalable franchise model.
After the passing of his wife in 2019, the family moved from Kodaikanal back to Kerala the same year. Through personal loss and relentless experimentation, his focus has stayed the same: build products that genuinely improve daily life.
The Team Now
Shaj NK
Head of Production
Dasharath Sagar Nariman
CEO
Hindu Sooraj Narasimhan
Head of E - Commerce
Our History
1999
Born From Care
Shaj creates Crux at home to protect his wife from skin allergies. A solution powered by love, not labs.
2001
Trusted by Close Circles
Friends and family try Crux, love it, and spread the word. The first real-world validation begins.
2004
From Home to Hustle
Direct sellers take Crux to households, turning a personal fix into a growing local brand.
2011–2019
Local Legend, Painful Pause
Crux peaks across Kannur district. After his wife’s passing, Shaj shuts down operations in 2019.
2025
The Legacy Reignites
Six years later, son Dasharath Sagar Nariman forms Everlasting Virtue Pvt. Ltd., on a mission to take Crux to every Indian home.
Legacy continues. Scale begins.