Formerly known as Himachal Fibers Limited, Rudra Ecovation Limited, and Shiva Texfab Limited made waves in the fashion world at Bharat Tex 2024, hosted at Bharatmandapam, Pragati Maidan, New Delhi. Their unveiling of Anaura, a revolutionary sustainable innovation, captured the imagination of industry leaders and fashion enthusiasts alike. Against a backdrop of palpable anticipation and excitement, attendees were treated to a groundbreaking showcase of eco-friendly fashion, where sustainability effortlessly intertwined with style.

Seamlessly Blending Sustainability and Style

Anaura, the latest brainchild of Rudra Ecovation, emerges as a beacon of eco-conscious fashion, epitomizing the fusion of sustainability and style. By transforming post-consumer PET bottles into essential fashion products, Anaura not only underscores Rudra Ecovation's commitment to reducing the environmental impact of the fashion industry but also pioneers a transformative ethos that resonates with today's conscientious consumers.

Chief Managing Director Akhil Malhotra of Rudra Ecovation Limited passionately shares the vision behind Anaura, revolutionizing fashion with sustainability and style. 

End-to-End Traceability: Empowering Informed Choices

A cornerstone of Anaura's innovation lies in its unwavering commitment to end-to-end traceability, ensuring transparency and accountability throughout the production process. From the origin of materials to the final creation, every step is meticulously accounted for, empowering consumers to make informed choices aligned with their environmental values.

Scaling Sustainable Fashion Accessibility

With a staggering daily production output of 320,000 square meters, Anaura's scale of operation sets a new standard for sustainable fashion accessibility. Its mass production of eco-friendly materials not only makes responsible choices more mainstream but also underscores the potential for tangible environmental impact on a global scale.

Comfort, Durability, and Innovation

Anaura's emphasis on creating skin-friendly, flexible, and durable materials reflects a dedication to providing sustainable fashion that not only looks good but also feels good and stands the test of time. The adoption of innovative techniques such as dope-dyeing and pre-colored fiber further enhances efficiency and sustainability, leading to substantial savings in water, chemicals, and energy.

 A Vision for a Sustainable Future

Beyond its material innovation, Anaura aspires to lead a transformative shift in the fashion industry's paradigm, positioning sustainability as not just a trend but a guiding principle. By seamlessly blending environmental consciousness with creative expression, Anaura sets out to inspire a more sustainable and ethical future for fashion enthusiasts worldwide.

Managing Director's Vision

Akhil Malhotra, Chief Managing Director of Rudra Ecovation Limited, shared his vision for Anaura, stating, "Anaura represents a pivotal moment in the fashion industry's journey towards sustainability. Our mission with Anaura is not just to redefine fashion but to redefine our relationship with the environment. By prioritizing end-to-end traceability, embracing innovative production techniques, and fostering a culture of sustainability, we aim to inspire a new era of conscious consumption."

Driving Positive Change

Established in 1997, Rudra Ecovation Limited stands as India's largest integrated plastic recycling facility, spearheading sustainable innovations with a commitment to supporting the circular economy. Together with Shiva Texfab Limited, Rudra Ecovation's global footprint underscores its dedication to driving positive change across the industry, with initiatives consistently aligned with the gold standard of ESG principles.

Ushering in a Sustainable Future

Anaura's impressive environmental impact, including the recycling of 8.8 million PET bottles daily and substantial reductions in CO2 emissions, positions it at the forefront of ushering in a more sustainable future for the fashion industry and beyond.