Fairtrade India Case Study

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Since designers mainly focus on the materials that they want to create the apparel in, this is extremely limiting. Though the structural changes are forcing the market to innovate, this is at an extremely slow pace. Stella McCartney has been called a change agent with her company being studied as a case by the Harvard Business School. The main limitation the designers here feel is to work with the leather imitations. The leather substitutes are still hard to find despite them moving to sustainability twenty years ago. To encourage the designers there are initiatives like the green gown awards. The sustainable fashion bodies encourage the research and development of the various substitutes and its use. This is done from both the demand side (consumer awareness) and the supply side (Fashion…show more content…
Problems The existence of initiatives like the Fairtrade India also tells us a different story. Most of the suicides committed by farmers is in the cotton belt and this has now been taken up by Fairtrade. India is the major producer of cotton and a notable name in the textile industry. The production of cotton is dependent on the use of pesticides and is a major cause of pollution in India. There is only 10% of production that is pesticide free. Another major problem is the demand side issue where there is less awareness among the consumers and they are more price sensitive. The lack of cheap sustainable substitutes make it difficult for the fashion houses to compete with the cheaper products. From the design point of view majority of the designers are still not influenced by sustainability since majority of the consumers are unaware. 2. Indian Initiatives With its focus on design FabIndia is creating a wave. This wave was first started in India by Ethicus. Though Ethicus found it difficult to launch the brand and get a surplus, FabIndia reiterates what was established earlier in this article about consumers focus on design rather than just the ethicality of the
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