Most consumers select clothing based on design, colour, fit, style, occasion, and similar factors. But what about the eco-friendliness of the garments hanging on store racks? How can buyers choose fashion that does not waste energy or water, that avoids contributing to waste accumulation or climate change? And what can manufacturers and fashion labels do to ensure that the clothes we wear are sustainable from nature’s perspective?

Aditya Birla Fashion and Retail Ltd (ABFRL), one of India’s largest fashion sector players, offers some answers. In 2013, ABFRL launched its sustainability roadmap, aptly named ReEarth, with the goal of making fashion choices more planet-friendly.

As a responsible fashion company, ABFRL has invested not only in fashion designers and fabrics but also in renewable energy, wastewater treatment, rainwater harvesting, and other critical areas to advance eco-friendly fashion.

Your wardrobe does not lead to more waste

Through a focused waste management approach, ABFRL has achieved zero waste disposed to landfills, an admirable milestone considering the company operates some of India’s most popular brands, runs over 1,100 stores, and generates over ₹7,000 crore in business. The fashion powerhouse has implemented measures to trace waste and adopted several initiatives aligned with a circular economy.

Even the packaging is more sustainable, incorporating biodegradable polybags, recycled paper board, and recyclable plastic. ABFRL has achieved over 90% sustainable packaging and continues to pursue higher targets.

Your apparel does not contribute to climate change

From renewable energy to green buildings, ABFRL’s fashion businesses (ABFRL and ABLBL) have made significant strides in reducing their carbon footprint. Currently, 68% of energy used across ABFRL’s owned facilities comes from renewable sources. Additionally, over 12 lakh square feet of the two companies’ facilities are certified green buildings, ensuring that green energy powers vibrant couture selections.

Your garments do not add to water usage

Instead of relying heavily on community or municipal water supplies, ABFRL has expanded its rainwater collection capacity, which now accounts for 53% of its water use. The company also recycles up to 68% of its wastewater—treated and reused within operations—achieving water-positive status across its owned facilities.

Your clothes help the community

Beyond its environmental initiatives, ABFRL engages with communities to improve access to education, healthcare, sanitation, and livelihoods, impacting over 300,000 lives. Programmes include skill training for rural youth, extra academic coaching for students, digitalisation support for villages, establishment of water ATMs in rural areas, and various other initiatives.

Your choices can be both fashionable and sustainable

The ReEarth initiative has advanced ABFRL significantly on its sustainability journey. In 2024, the company secured a score of 82/100 in the S&P CSA ranking—the highest score in India and the fourth highest globally in the retail sector.

What ReEarth has helped establish is a sustainable value chain for fashion choices. The encouraging message for shoppers is clear: clothing can indeed be planet-friendly.

Pre-demerger into ABFRL and ABLBL.

For more information, please visit: www.adityabirla.com.