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Fashion for Good together with Circular Apparel Innovation Factory provided a comprehensive overview of the “State of Circular Innovation in the Indian Fashion and Textile Industry”, outlining the opportunities and solutions across the Indian supply chains that are enabling the industry to leap towards sustainability. India is a global leader in manufacturing and one of the largest consumer markets for fashion. The ongoing search for circular innovations to address the critical environmental challenges unique to the industry requires context to factor in the nuances and uniqueness of the local landscape. This report, mapping the entire landscape, showcases the opportunities driving the industry in India forward.
“This report is not only an in-depth look into the Indian innovation landscape, but an invaluable tool for anyone looking to make a positive impact in the region. With action and all industry actors coming together to capitalise on these innovations, India is positioned to transform the fashion industry towards circularity,” says Katrin Ley, Managing Director, Fashion for Good.
Fashion for Good together with regional partner Circular Apparel Innovation Factory (CAIF) have combined their knowledge of India’s sustainable fashion sector, identifying both the opportunities and challenges. Several key innovators were consulted to include their insights, knowledge and expertise in this space, to give further context and nuance to this ever-evolving landscape.
“Innovators and their innovations have been the bed-rock of human progress and evolution from the very early civilisations. This truly collaborative effort, which maps and surfaces the amazing work already happening, helps reframe our mindset from ‘what’s not working?’ to one that asks ‘what’s working despite the odds?’. The challenges plaguing the industry have been well documented, discussed and debated. Perhaps it’s time to shift the narrative to solutions. This work does just that,” says Venkat Kotamaraju, Director, Circular Apparel Innovation Factory (CAIF).
FIRST INNOVATION LANDSCAPE IN INDIA
This is the first time an overview has been compiled for the Indian innovation landscape, mapping the innovations that exist in India and the state of innovation across the supply chain, from raw materials through to end-of-use. The report highlights the exciting developments and momentum with which the region is accelerating towards circularity. Areas for additional attention and investment are also identified, providing an indispensable resource for stakeholders and investors wanting to better understand the sector and take the appropriate steps to maximise positive impact.
“We see great momentum for sustainable materials and production technologies over the last five years. We have adopted many such technologies in our manufacturing facilities and are committed to creating a circular production system,” says Abhishek Bansal, Head of Sustainability at Arvind Limited.
“We hope that this research feeds into the growing global movement towards sustainability and circularity. Given India’s importance in the fashion industry, this report mapping innovations and actions the industry can take to enable that circular economy is critical and we hope that it shapes the industry’s transition,” says Lakshmi Poti, Senior Programme Manager, Materials, Laudes Foundation.
Speaking about the partnership Anand Aiyer, Senior Vice President & Business Head, Easybuy said, “Easybuy’s launch on Amazon Fashion marks the beginning of our Omnichannel journey and we are quite excited about it. Easybuy is the fastest growing value fashion retailer launched by Landmark Group, India’s leading retail conglomerate and our vision is to make fashion aspirations affordable for Neo-India, which aspires to access great fashion, but at affordable prices. Easybuy is proudly made in and made for India with the objective to make aspirational fashion affordable for the entire family. We have launched currently with over 2,000 styles under Rs 699 on Amazon Fashion bringing Super Styles at Super Prices closer to customers across India.”
“The mix of price, product and fabric quality, design and comfort and other features like it being anti-bacterial, as stylish as it can get and as comfortable as it can get, makes our products stand apart from other brands. They are absolutely suitable for laying around, working and relaxing all day long,” Richa Kalra states.
– Brands with greater transparency on raw materials and ingredients can gain consumer trust – Most respondents considered brands that are transparent with their ingredients (83 percent) and the origin of their raw materials (82 percent) as trustworthy. At the same time, respondents also consider brands that are transparent about their production processes (82 percent), sustainable practices (81 percent) and where their raw materials come from (82 percent) as trusted brands. While respondents believed that knowing what raw materials were used in their clothing and home textile products is important to build confidence in a brand (87 percent), they also believed that knowing the brand’s environmental impact when deciding to purchase (87 percent) is very important.
Vishal Anand, Senior Director and Head of Offline, Myntra says, “At Myntra, technology has been key in enabling us to offer world-class experience to our consumers. Our strategic partnership with Mango has given impetus to our efforts for the brand on the back of omnichannel technology. Mango’s expanding presence in India will give us additional opportunities of collaboration and delivering fashion to customers across the nation.”
The collection will be available to pre-order in India, from September 23-25, 2020. All the information regarding the pre-order will be available on FILA India Instagram (@filaindia) and Facebook page (@filaindia) from 21st September onwards. The collection will also be available on www.vegnonveg.com and www.superkicks.in
“Zivame’s activewear range offers the best combination of functionality, fashion and comfort. Our products offer functional benefits like bounce control, insta-dry fabrics and seamless garments that aid and improve the quality of one’s choice of work-out. Our range is built for different intensities of work-outs with products that are customized for high/ medium/ low intensity exercises,” says Kiruba Devi, Head Category & Sourcing, Zivame.
Myntra announced its strategic partnership with SHOEXPRESS, a fashion-forward footwear brand, to offer a range of trendy collections across formal and casual footwear for men, women and kids. The brand, owned by the Landmark Group, leading retailer in the Middle East and India, with a growing presence across South East Asia, will be available on Myntra from September 17, 2020.
According to a PTI report: Addressing an international webinar on textile traditions organised by the Indian Council for Cultural Relations (ICCR), he said Indian textiles are highly valued globally and they have also got enriched with customs, crafts, products and techniques of other cultures.
Built within the AJIO.com platform, AJIO Sneakerhood has been devised as a repository of both the philosophy and style synonymous with global sneaker-culture. It will house a curated collection of over 10,000 options of sneakers, ranging from evergreen classics, fashionable must-haves and coveted limited editions from international and premium Indian brands.
“In fact post COVID-19, the shift to organised from unorganised would accelerate, as small players would find it difficult to sustain operations, given lower footfalls, apprehension among customers related to store hygiene and sanitisation, and credit crunch, making the business unviable.”
SHOEXPRESS is known for its fashionable collection of footwear and accessories and is well-recognized by shoppers in the Middle East and North Africa (MENA) region for its on-trend styles and new designs. It caters to men, women and children through its 110 outlets in the region. Founded in 2009, SHOEXPRESS is one of the fastest-growing brands in the Middle East and will for the first time be available in the Indian retail market. The brand belongs to the same parent company of popular retail brands like Lifestyle, Max, Home Centre, EasyBuy and SPAR.
“We are thrilled to see more consumers embrace a sustainable fashion lifestyle by making informed purchases based on research and reading product labels. With rising consumer expectations towards sustainability, over the past few years, we have been transforming and upgrading the TENCEL™ brand experience through proactive engagement programs on sustainable cellulosic fibers,” said Harold Weghorst, Vice President of Global Brand Management at Lenzing.