Myntra has partnered with the non-profit Better Cotton Initiative to source a percentage of cotton for its private label clothes labels through the NGO.
Myntra said on September 7 that it will boost its cotton sourcing through the Better Cotton Initiative to roughly 50% of the total cotton it uses over the next five to seven years, according to the Press Trust of India. As consumer awareness of and desire for more ethical clothes grows, the relationship is part of Myntra’s overarching goal of boosting sustainability in its production process.
According to the Press Trust of India, “Through this relationship, Myntra will focus on getting 10% of its cotton demand from BCI to begin with, and aim to expand it to around 50% in the next five to seven years,” the company said in a statement. “A mass balance paradigm would be used, where Better Cotton could be mixed with traditional cotton along the supply chain to make it easier to adopt, scale, and measure.”
Myntra’s vice president of product development and sourcing, Neetu Jotwani said “Partnering with the BCI means we will continue the journey to source more sustainable cotton across our entire business, working towards a brighter future for the cotton industry and those whose lives depend on it.”