Check By ASG
Journey ASG
Journey ASG
Healing Starts Here — With You.
A Check by ASG story
In late 2023, I came back to India from the UK with no roadmap.
I could’ve stayed. My father supported that.
But something deeper called me home.
Our parents aren’t getting younger — and I didn’t want to miss this time.
It wasn’t easy. But it became the beginning of everything.
I grew up in a world where appearance meant everything — skin tone, hair, how you looked under society’s lens.
But inside my home, it was dierent.
My parents made self-care sacred.
There were hands oiling my hair, washing it, brushing it. I never had to do anything.
But I noticed. I valued it.
It became a ritual — not of vanity, but of connection.
I’ve always been obsessed with my hair — not out of ego, but out of love.
Even when life felt like it was collapsing, I held onto that ritual.
Not through chemicals or quick fixes — but with aloe vera, herbs, mud, even cooking oil.
Nature healed what the world broke.
That’s where Check by ASG began.
No business plan. Just a feeling.
A deep voice that said:
“When no one checks on you, you must check on yourself.”
That became the soul of the brand.
Check by ASG isn’t just hair care.
It’s a reminder: you matter.
It’s ancient healing in modern hands.
It’s choosing you — even when life gives you every reason not to.
In the middle of building this, life tested me again.
My father fell seriously ill.
Lying in pain, barely conscious — he still asked, “How’s your brand going?”
I had no answer.
I almost gave up. But I didn’t.
Because this is more than a brand. It’s my story.
It’s also my sister’s.
And it’s for every person who has ever been silenced, doubted, or dismissed.
For those who were told how to live — and still chose to live on their own terms.
Check by ASG is not about trends.
It’s not about marketing.
It’s about truth.
The truth that healing is slow.
That rituals are powerful.
That self-love is resistance.
And you — you are worth checking on.
This is for the quiet warriors.
The late-night criers.
The ones who stayed soft in a hard world.
It’s for you.
Check by ASG.
Healing starts here.
— ASG