Looking beyond the "Made in..." Tag – Telling Consumers the True Story

By Admin | 16 June, 2023

Telling Consumers the True Story

In an era where conscious consumerism is on the rise, it is crucial for brands to provide transparency and accountability in their value chain networks.

The "Made in..." garment tag has long been a symbol of origin, but does it truly convey where and how a piece of clothing was made?

With complex global supply networks, it becomes difficult to trace the origins of raw materials. This lack of transparency can lead to various problems, including environmental degradation, human rights violations, and unethical labor practices. Moreover, limited awareness of the full story behind products has been a persistent issue for most brands. While they can identify and track their immediate suppliers, information about the upstream suppliers remains elusive.

Recognizing this challenge, Birla Cellulose has taken a significant step towards enhancing traceability and transparency in the industry.

Birla Cellulose has made it a commitment and priority in the industry by introducing GreenTrack, a blockchain-enabled traceability platform that provides demonstrable transparency to brands and end consumers. This innovative tool allows brands to easily access the credentials of traceable Birla Fibres and transparently communicate the "Forest to Fashion" journey to the end consumer through a unique QR code on the garment tag.

According to the Fashion Revolution Consumer Survey 2020, the majority of consumers consider ethical (72%) and sustainability (80%) certifications as important factors when choosing fashion brands. Furthermore, 73% of consumers believe that brands should disclose the sourcing of raw materials, components, and the manufacturers of their products.

With GreenTrack, brands can now track and trace goods throughout the value chain, providing the information needed to substantiate sustainability claims that consumers, industry partners, and auditors can trust.

Birla Cellulose has already partnered with over 90 global brands and 1300 value chain partners, enabling them to share the true story of their products with consumers. Each step in the right direction brings them closer to achieving a sustainable and circular economy.

By empowering consumers with information and encouraging responsible practices, Birla Cellulose is driving positive change and fostering a more transparent and socially conscious industry.

Let's weave sustainability into every fibre for building a greener tomorrow.

About Birla Cellulose

Birla Cellulose is a prominent global leader in the manufacturing of sustainable viscose staple fiber (VSF). It is a part of the Aditya Birla Group, a renowned multinational conglomerate based in India. Birla Cellulose specializes in producing eco-friendly and versatile VSF, which is derived from renewable sources like wood pulp and agricultural residues. The company is committed to promoting sustainability throughout its operations, employing cutting-edge technologies to minimize its environmental impact. Birla Cellulose's VSF finds extensive application in various industries, including fashion, textiles, home textiles, and non-woven products, offering a responsible and innovative alternative to conventional fibers.