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'Sustainability in product a major focus area at Asmara'

Nov '18
Courtesy: Asmara
Courtesy: Asmara
Sustainability in product has been a major focus area at Asmara, a global fashion company that acts as a bridge between brands and suppliers. It helps brands produce clothing and accessories with recycled polyester, BCI cotton and organic cotton in India, along with the use of traceable viscose and recycled polyester padding made from PET bottles.

“We are consciously working towards encouraging our clients to move towards more sustainable raw materials, and not just linked with the marketing of such a move. We are actively working on promoting BCI cotton as well as recycled polyester. We are also working on establishing our internal sustainability policy which looks minutely on our carbon footprint,” said Nitin Gupta, executive vice president-technology, sustainability & marketing, Asmara Group, while speaking to Fibre2Fashion.

Talking about the initiatives taken to increase sustainable production and consumption patterns in the garment industry, he said, “On the production side, we are already seeing a lot of initiatives, both led by activism or by policy implementation. Whether that is mills and laundries adhering to effluent treatment regulations, setting up new plants that are zero discharge, focus on using sustainable raw materials like recycled polyester or BCI Cotton, reducing water consumption in the manufacturing processes, or improving efficiencies to ensure better resource management, manufacturers are taking the lead in sustainability.”

Gupta added that there is a greater demand for transparency on the consumption side, especially in the case of millennials and Gen Zs. There is an increased awareness in this new consumer on the negative social, health or environmental impacts of their consumption.

Asmara operates in 13 countries with sourcing offices in nine and has recently commenced operations in Myanmar and Morocco. It will also be setting up the Asmara Foundation towards the end of the year as its commitment to making positive impact in communities where its associates live and work. (KD)

For the full interview, please click here.

Fibre2Fashion News Desk – India

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