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Aura Herbalwear harnesses potential of organic textiles
Jan '10
A huge opportunity has been created in the developed economies with regards to the growing awareness in the consumers towards using sustainable and eco-friendly clothing, which in turn has provided an impetus to producers of organic textiles and clothing.

Aura Herbal Textiles Ltd, a Ahmedabad based textile company latched on to this opportunity and now manufactures textiles using organic cotton and processes it using only herbal dyes. The process developed by the innovator and owner, Mr Arun Baid, aided by his wife Ms Sonal Baid, is not only entirely eco-friendly but also offers recycling benefits with solid as well as liquid wastes being used as manure at its Ahmedabad plant.

Aura Herbalwear supplies and exports a majority of its organic fabrics to high-end western fashion and apparel retailers to countries like USA, Canada, France, Denmark, Italy, Australia, Japan and UAE and expects demand to double over the next two years. As of now, awareness of organic clothing is still at its nascent stage in India.

Speaking about his venture, Mr Baid says, “Our goal is simple yet substantial— we want to show the world that fashion need not pollute the environment with chemical processing and synthetic dyes. We also believe that style need not be compromised for eco-friendliness and ethical choices.”

“Currently organic cotton products use synthetic chemicals for dyeing, which can be converted in the natural herbal dyeing process whereby the product meet the standards of eco-friendly products,” he says, while talking about the potential of the segment.

“Moreover, European countries have been promoting organic textiles and are working towards enforcing a law wherein 11 per cent of all textile sales should be from organic and we have recently also developed “organic recycle textile paper bags” which are made from stitching left over organic and herbal dyed fabrics”, he concluded by saying.

Aura Herbal Wear is also an incubatee of Centre for Innovation, Incubation and Entrepreneurship (CIIE) at the prestigious Indian Institute of Management, Ahmedabad (IIM-A).

Fibre2fashion News Desk - India

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