Page 61 - CIJ April 2024 - Digital Edition

LAUNDRY

Are there any could prove to be a significant
notable initiatives or game-changer. For a
business to thrive in
collaborations within the India, profitability
fashion industry aimed must go hand in
hand with serving a
at improving linen waste meaningful cause.

recycling practices? As pioneers in
the Indian ethnic
• Thrifting Trend: Supported by rental space, we
celebrities and influencers, the
thrifting movement encourages have witnessed
consumers to buy pre-owned substantial changes
clothing, reducing the demand over the last decade.
for new linen garments and By aligning with the
diverting textiles from landfills. sustainability narrative,
• Repair Sections: Many Fashion our business has not only
brands now offer repair made profits but also grown.
services to extend garment Our success over the past
lifespan, reducing disposal and decade can be attributed to two
promoting sustainable fashion key factors: educating users about REGARDING FASHION
consumption. the benefits of rentals, particularly
• Rental Revolution: Driven by in saving money — an essential WASTE, THE SOLUTION
millennials and Gen Z, the consideration given the price COULD BE THREEFOLD
rental fashion market is surging sensitivity of Indian consumers — -- THREE STEPS RENT,
in India. Embracing rental and highlighting the environmental
models for affordability, variety, impact of their choices. Our motto, RE-WEAR OR REPAIR.
and sustainability, directly ‘buy the basic and rent the iconic’, THE FOCUS TODAY IS
reduces linen waste through has garnered significant attention, MORE ON RENTAL AS
multiple garment rental cycles. gaining ground with consumers. IT RESONATES WITH

How do you see the For other industries such as INDIAN USERS.
future of linen waste repair and re-use, government
involvement is crucial. Subsidies
recycling in the Indian provided by the government Aanchal Saini
fashion industry, and can enable businesses to offer
what steps are being sustainable products at prices
competitive with fast-fashion items.
taken to enhance Government participation can also

sustainability in this accelerate awareness initiatives,
regard? facilitating a smoother
transition towards
In consideration sustainability.
of the widespread
availability of
inexpensive
Western
garments
in India,
focusing
on the
ethnic
wear
segment CIJ

Clean India Journal•APRIL 2024 61
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