Flipkart’s fashion arm Myntra has joined forces with sustainable organisation Better Cotton Initiative and has pledged to source a percentage of cotton for its private label apparel brands through the NGO.
Myntra will increase its cotton sourcing through Better Cotton Initiative to around 50% of the total cotton it uses over the course of the next five to seven years, the business announced on September 7, the Press Trust of India reported. The partnership is part of Myntra’s overall aim of increasing sustainability in its production process as consumer awareness of and demand for more ethical garments continues to increase.
“Through this partnership, Myntra will focus on sourcing 10% of its cotton requirements from BCI, to begin with, and in the next five to seven years, aim to increase it to about 50%, the business said in a statement, the Press Trust of India reported. “To make it easier to adopt, scale and measure, a mass balance model would be followed where Better Cotton can be mixed with conventional cotton through the supply chain.”
“As the leading fashion and lifestyle retailer in the country, we aim to incorporate more environmentally responsible practices throughout our supply chain,” said Myntra’s
Vice president of product development and sourcing, Neetu Jotwani. “Partnering with the BCI means we will continue the journey to source more sustainable cotton across our entire business, working towards a brighter future for the cotton industry and those whose lives depend on it.”
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