Home / Knowledge / News / Apparel/Garments / Mother Earth cashes on rise in organic fashion awareness
Mother Earth cashes on rise in organic fashion awareness
29
Aug '12
“Ethics can only be an add-on; it cannot be the unique selling proposition (USP). The USP has to be exactly what it says it is, the intrinsic perceived value of the product has to appear more than competitors, which is our strategy to increase awareness”, says a top official of an Indian ethical fashion retail chain.

Consumer awareness and demand for organic fashion or ethical apparels seems to be slowly but surely picking up in India. Mother Earth – an ethical clothing, accessories, linens and home textiles retail chain group hopes to reach Rs one billion in turnover soon. Another brand Fabindia has reached revenues of Rs five billion and is considered one of the most profitable retailers in India.

Aspiring to hike its revenues five-fold, Mother Earth has ambitious plans to take its store count from just 8 outlets currently to around 100 outlets in the next few years. Mother Earth will also be made available in multi-brand and large format stores (LFS) like Shoppers Stop and Lifestyle.

While on one hand, L. Capital the private equity arm of the worlds largest luxury goods group – LVMH has picked up a 8 percent stake in Fabindia, Kishore Biyani also called the ‘Badshah of Indian retail’ led - Futures Ventures has picked a majority stake in Mother Earth. This is a pointer to the exciting growth phase, ethical fashion is witnessing in India.

Other Indian apparel brands which have moved in to the eco-friendly clothing space are Shoppers Stop, ColorPlus, Anita Dongre, I Wear Me, Do U Speak Green and No Nasties. Global garment brands like M&S, Duke, Nike & Van Heusen too have introduced their green range in India, but most of these companies have not used this as a differentiator.

Ethical fashion while along with preventing damage to the environment, also helps generate additional incomes for the marginalized sections of society like, cotton farmers, handloom workers and handicraft artisans. Mother Earth reaches out to over 20,000 women and is also working on a project to build economies of scale with around 15,000 crochet artisans.

“We work with fabric and handloom producers and the conversion is done with Self Help Group (SHG) enterprises that we incubate.  Our efforts create a model of ethical buying as our producers are not just paid well, along with their social benefits being taken care of, but in addition they are being structured into larger institutions enabling equity and long term profit sharing, says Neelam Chibber – MD and co-founder of Mother Earth. 

Seth Petchers, CEO of ‘Shop For Change - Fair Trade’, a not-for-profit body that certify products on ethical standards adds, “When companies sign on to work with Shop for Change they give poor farmers opportunities to sell through their farmer organizations in a way that, it guarantee higher incomes and a range of other benefits like training to reduce production costs and increase productivity. 


Must ReadView All

ITC, ICS tie up to help Moroccan textile value chain

Textiles | On 21st Apr 2018

ITC, ICS tie up to help Moroccan textile value chain

The International Trade Centre (ITC) has partnered with ICS, which...

Bangladesh garment manufacturers call for fair pricing

Apparel/Garments | On 21st Apr 2018

Bangladesh garment manufacturers call for fair pricing

Bangladesh garment manufacturers want a ‘commensurate adjustment’ by...

Pak ministry proposes extension to PM package for 2018-19

Textiles | On 21st Apr 2018

Pak ministry proposes extension to PM package for 2018-19

Pakistani textile ministry has reportedly proposed extending the...

Interviews View All

Luke Otten
Wigwam Mills Inc

Wigwam aims to recycle discarded yarn that doesn’t make it through the...

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Jurgen Gauger
Spreadshirt

‘Buying crowdsourced or creative designs are much more appealing to the...

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Tejas N Patel, Navin D Patel

Founded in 1999 by Navin Patel in the name of Tejas Fabrics with 100...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
69.9%
No
12.6%
Skip
17.5%

Total Votes: 103

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.1%
No
29.1%
Skip
7.8%

Total Votes: 103

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.4%
No
8.7%
Skip
3.9%

Total Votes: 103

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
82.5%
No
7.8%
Skip
9.7%

Total Votes: 103


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search