Myntra For Earth Offers Clean Fashion

Posted by parisha kumari on June 28th, 2021

In the last decade, textile and fashion industry around the world has come to terms with the fact that the consumers of today, both millennials and the generation z, want clean fashion and beauty products. They read up on the environmental impact of fashion. They are aware about the obnoxious amount of water being used by textile industry, how the dyes being used are not just creating water pollution, but also impacting on the health of the people living in areas near textile plants and of course those working at the plants. They are also aware about child labour and the assortment of chemicals that used by clothing giants everywhere to give consumers the range of bright colours they are looking for.

Now all this awareness on the negative impact of the fashion industry on the environment means many things. First of all, the demand for clean, eco-friendly clothes, skincare and makeup products will continue to rise. Today’s consumers look for words like cruelty-free, vegan, paraben free etc while buying beauty products. As a result, brands too need to shift their focus on making sure these and similar standards demanded by the new age consumers are met.

The awareness also means that there is a need for certifications. Why would your customer believe you are offering clean products? Has it been verified? Besides verification, the impact of the clothing industry on community is also a big part of the sustainability discussion.

Jumping on the sustainability bandwagon, Myntra has also announced a set of things under a concept called Myntra for Earth on the World Environment Day that just went by. What were those announcements you may ask. Myntra for Earth is an umbrella segment under which more than 70 brands offer more than 5500 sustainable styles to choose from. The participating brands include H&M, Mango, Adidas, Fabindia, Unnati Silks, Bharatsthali, Pothys, Nino Bambino. The brands offering sustainable clothing are certified by bodies like Better Cotton Initiatives (BCI).

One of Myntra’s brands Taavi uses natural fibres and materials to create both clothing and personal care products. The brand has been supporting hundreds of local artisans even during the pandemic when the demand for fashion initially took a downturn. Besides Taavi, Myntra has also partnered with LENZING™ ECOVERO™, a fibre making company that uses responsible methods to create a range of viscose0based fibres. Viscose, being a user-friendly fibre, is in great demand by fashion brands these days. Brands at Myntra like House of Pataudi, Roadster, and Dressberry use this award winning eco-friendly fibre to offer a sustainable range of clothing.

But Myntra for Earth isn’t limited to brands that offer eco-friendly clothes and beauty and skincare products. It extends to other aspects of the brand as well. Let’s take packaging for example. Myntra has taken measures to ensure that minimum single use plastic is now used for packaging. Have you noticed your Myntra orders delivered in brown, recycled packaging lately? That’s what we are talking about.

Besides packaging, using solar energy is also something that Myntra is dabbling with. Two of Myntra’s Facility Centers are now solar powered. In total, 5500 solar panels are being used which currently generate 1.75 megawatt of power. This brings down Myntra’s carbon footprint by 2600 tonnes. In layman terms, it is as good as planting 35,000 trees. Not bad, right?

All these measures at Myntra are just the beginning of a much larger sustainability story waiting to happen. The plan is to increase the number of solar panels across India in future. At the same time, conversations with brands are happening on including more eco-friendly products in their offering. Packaging will ultimately get rid of all the plastic in future. Right now, it’s one step at a time.