Affordable & Authentic - We believe making sustainable products affordable is necessary if you seriously want to make a difference. Otherwise only a specific group / class of people are able to buy and support organic products. Cotton clothes are essential but also unfortunately one of the "dirtiest" crop, therefore affordable, good quality organic cotton clothes should be the way of life going forward if we are serious about saving planet earth.
No Compromise on Quality - Affordable doesn't mean you compromise on quality but instead find the balance. We humans in race of our greed for money and power have brought us to this situation where we are sitting on a time bomb and if we don't take serious steps to adapt to an organic lifestyle our coming generations are not going to survive. We therefore are happy to run things on lower margins but don't believe in compromising on the quality of our clothes.
Sustainable - We are not going to lie, it's not easy to ensure that the whole life cycle of a product chain can be executed with the least carbon footprint possible but all we can promise is we select the services from the available options that are certified, reliable and organic. Our motto is not just to stick to the standards defined by Global Organic Textile Standards (GOTS) but through learnings apply/chose options that will further reduce the carbon footprint. Example: We want to ensure even the mailers we use to send products to our customers are using the right material like recycled plastic mailers and even recycled shipping labels.
Honest And Transparent - Running business with honesty and integrity as well as being transparent to our customers is fundamental to us and at the core of our heart. Without it we can not build trust and long term relationship with our customers or have a good reputation.
o Textile Exchange’s 2020 Organic Cotton Market Report reveals data collected for the 2018/19 harvest year. The report shows an increase of 31 percent in organic cotton production over the previous year, making it the second-largest harvest on record after 2009/10.
o According to report findings, 97 percent of global organic cotton was produced in seven countries: India (51 percent), China (17 percent), Kyrgyzstan (10 percent), Turkey (10 percent), Tajikistan (5 percent), Tanzania (2 percent), and the USA (2 percent).
o Even after all that increase in 2018/19, Organic cotton made up approximately only 0.95 percent of global cotton.
o The carbon footprint of cotton is extraordinarily high: between 2 and 4 tonnes of CO2 per hectare. Globally, cotton cultivation accounts for 220 million tonnes of CO2 per annum.
o It’s also a fibre which is notoriously thirsty. The global water footprint of cotton is around 233 billion cubic metres a year, the same as 238 bathtubs of water per person every year.
Food for Thought: Did you know-
A)- Of all the habitable land, about half is used for agriculture. Of all food production, around 80% is dedicated to pasture or crops for animal feed, according to an extensive study by global food systems.
B)- If everyone were vegan, agriculture would need just a quarter (1/4 th) of the land it uses today. Even a diet avoiding only meat from cattle and sheep would cut land use in half.