India's Birla Cellulose retains top ranking in Hot Button Report 2021

The ‘dark green shirt’ awarded to Birla Cellulose recognises the company efforts in the MMCF industry to support and conserve ancient and endangered forests, for bringing transparency across the value chain and game changing solutions for a circular business model in the fashion industry.

Over the years, Birla Cellulose has raised its benchmarks in sustainability performance and the ‘dark green shirt’ is a testament to company’s movement in the right direction, the India-based company said in a press release.

“The top ranking is a testament to our long-standing commitment to suppliers and customers for a sustainable future. Our efforts and investments are focused on creating innovative solutions for ecological challenges, and scaling the next-generation fibre solutions which is an integral part of our business strategy. Our collaborative partnerships are intended to create broader and bigger positive impact for a more sustainable MMCF value chain in the fashion industry,” said HK Agrawal, business director designate, Birla Cellulose.

Birla Cellulose has recently announced an ambitious target for scaling up the production of circular fibres to a level of 100,000 tons per annum by 2024. Its award-winning product Liva Reviva, made by utilising cotton waste as feedstock is already getting good reception from the leading brands.

Birla Cellulose is actively collaborating with brand and supply chain partners, innovators, and orchestrators such as Canopy, Fashion For Good, and Circular Fashion Partnership for scaling its circular business model. Company’s blockchain-based and molecular tracer-backed platform ‘GreenTrack’ provides end-to-end traceability of value chain from forest to fashion and comes free-of-cost to brand partners who source sustainability enhanced products such as Livaeco by Birla Cellulose and Liva Reviva.

“We are very encouraged by Birla Cellulose’s actions to advance the conservation of key Ancient and Endangered Forests and their commitment to scaling up production of Next-Generation Solutions to a volume that cracks the barrier between niche and commercial scale,” said Nicole Rycroft, founder and executive director of Canopy. “The MMCF production sector needs a recast and we look forward to working with the Birla team to achieve that.”

As a leading sustainability focused MMCF producer, Birla Cellulose operates 12 sites that apply environmentally efficient closed loop technologies that recycle materials and conserve natural resources.

Canopy’s Hot Button Ranking is the go-to resource for brands and retailers in the fashion industry when it comes to ensuring that they are sourcing from MMCF producers following sustainable forestry practices in order to eliminate the risks related to biodiversity loss and deforestation in their supply chain.

Fibre2Fashion News Desk (RKS)