Women account for over 62 percent of visitors to the ‘Myntra For Earth’ shop, with metro cities accounting for over 40 percent of all visits.
Myntra, an online clothing merchant claimed its commitment to provide consumers the possibility of adopting and shopping sustainable fashion and lifestyle through its dedicated “Myntra for Earth” store is drawing both brands and customers.
Consumers — and eventually governments — are heavily relying on the $2.5 trillion global fashion sector to reduce its ecological and environmental imprint as concerns about climate change and the welfare of garment workers have grown. Textile makers, who were earlier primarily concerned with performance and cost, are now producing a variety of materials to meet the increasing demands from companies for “ethical” fashion.
Over the last six months, Myntra, which is owned by Walmart, has worked with almost 70 prominent fashion and lifestyle companies to provide over 5,500 items to clients in its sustainable shop. For really “sustainability-inclined” concerned consumers, the store provides an immersive and fascinating buying experience.
“The cause of environmentally friendly and sustainable procedures and products is receiving significant attention across spheres,” said Ayyappan Rajagopal, Myntra’s chief business officer.
Women account for over 62 percent of visitors to the ‘Myntra For Earth’ store, with urban centers accounting for over 40 percent of all visitation. People of all ages appear to be cognizant of their clothing choices and their environmental effects to varying degrees. Those between the ages of 21 and 35, on the other hand, are the ones who are supporting the most to the expansion of the ‘Myntra For Earth’ store.
“The specifically designed store acknowledges the fashion industry’s environmental efforts while also aiming to increase the revenue options for craftsmen and NGOs involved,” Rajagopal added. “Since its introduction, the Myntra For Earth outlet has gotten a lot of positive feedback. We’re striving to double the number of brands in the shop by the end of the quarter, while also introducing another 4000 styles into the existing assortment.”
Hand-woven and handmade, organic, natural-dyed, biodegradable and eco-friendly, vegan, and cruelty-free are the main pillars of this endeavor. Even the items acquired through our website are supplied in 100% recycled paper packaging.
The store’s assortment is mindfully chosen, taking into account a variety of characteristics that are helpful to the environment as a whole. This involves attempts to source raw materials for production and manufacturing in a sustainable manner. Myntra is also making a beneficial effect through empowering women, supporting responsible fair trade, and providing job opportunities, among other things.
Across main categories, the shop offers a wide range of brands and collections. H&M, Mango, Unnati Silks, and Bharatsthali are among them. Kama Ayurveda, Forest Essentials, and Fab India are among the other brands. Taavi, Roadster, and Ether are among the Myntra Fashion brands recognized in the marketplace for their conscientious collections.
Furthermore, the portal announced a new partnership with LENZINGTM ECOVEROTM to deliver garments manufactured from certified renewable wood sources and produced in an environmentally friendly manner. Bhiwandi and Bilaspur, two of Myntra’s largest Fulfilment Centers, have solar roof panels that generate enough power to cover 35% of operating requirements.
