Grasim pushes eco-friendly fashion, but will the trend stay in style

Aditya Birla Group's Grasim is pushing Liva fabric through its eponymous fashion line. Will that restrict the brand's growth?

Are fast fashion and sustainable fashion mutually exclusive? Not, if you wish to make that the USP of your brand.

At a time when the ready-to-wear industry is increasingly being driven by fast fashion, there is a small yet growing tribe of consumers who are rooting for sustainability by opting for eco-friendly fabric and clothing lines. Looking to tap this segment of “the conscious consumer” and making sustainable fashion a mass proposition, India’s home-grown textile major and Aditya Birla Group company Grasim is giving a major push to its fibre business. With the objective of building on the success of