CMAI & SOFT Evangelise Sustainability in Fashion Industry

by Prashant Kapadia/NHN

Organised the ‘Bharatiya भारतीय” (Indian) A Legacy Of Sustainability’ to Articulate Policy Suggestions under Civil20 India 2023 (G20)

Mumbai, June 12, 2023: The Clothing Manufacturers Association of India (CMAI) and MKSSS’s School of Fashion Technology (SOFT) organised a two-day conference ‘Bharatiya भा रती य” (Indian) A Legacy of Sustainability’ on 8th & 9th June 2023 in Pune (Maharashtra) to  deliberate on sustainability in the fashion industry with an aim to contribute towards policies under G20’s Civil20 India 2023 working group – LiFE (Lifestyle For Environment).

The conference has been organised as a part of the ‘Green Fashion India’ platform, which is authorised to encourage the fashion industry to embrace sustainable practices by YOJAK Centre for Research and Strategic Planning for Sustainable Development India – the designated coordinator of LiFE, working group of Civil20 India 2023 to promote social and economic development under the G20 initiative. ‘Green India Fashion’ platform has been actively fostering research and promoting initiatives in the field of sustainable fashion within the industry and academia.

Over 55 key dignitaries from the fashion industry in India, Germany, and the United Kingdom with extensive experience in sustainable practices in fashion participated in the two days conference. These contributors enthusiastically engaged in a variety of sessions, aimed at gathering crucial insights for policy recommendations.

Rajesh Masand, President, Clothing Manufacturers Association of India (CMAI) said, “It is an honour to participate as the catalyst of this global collaborative movement that is of enormous significance to the environment and our future generations. As an representative association of the apparel industry in India we are looking at evangelising more than of 4000 members that largely comprise of apparel manufacturers and brands, and more than 20,000 retailers.”

Special Guest at the conference, Mr. Rahul Mehta, Chief Mentor of the Clothing Manufacturers Association of India and Chairman of the Advisory Board Committee, MKSSS’s School of Fashion Technology (SOFT), said, “The fashion industry is gradually recognising the significance of sustainability in fashion and has begun taking initial steps towards it. Apparel manufacturers still face a lack of essential knowledge in this area, and there is currently minimal customer demand for sustainable products. Additionally, the costs involved in developing sustainable products serve as a significant obstacle. The conference serves as a platform for exchanging ideas and sharing best practices, aiming to raise awareness and foster an ecosystem where sustainability is given top priority.”

Adding to the sentiment, keynote speaker at the conference, Mr. Naresh Tyagi, Chief Sustainability Officer at Aditya Birla Fashion and Retail Limited, said, “The rise of overconsumption and overproduction has caused traditional sustainability practices of Indians to fade into the background. Despite this, there is a noticeable shift towards sustainable fashion driven by informed Gen-Z consumers, investors, and regulatory initiatives. Nonetheless, there remains a significant need to enhance awareness on this front. It is encouraging to note that the government has taken steps to promote sustainability in businesses, which can serve as a catalyst for driving sustainable fashion in India.”

Keynote speaker at the conference, Mr. Manohar Samuel, Advisor, Research and Development at Reliance Retail, added, “Despite the ongoing discussions about sustainable fashion, the actual shift in consumer buying behaviour is yet to be fully witnessed. While there are isolated instances of sustainability excellence in India, it has not yet transformed into a widespread movement. This transformation can only occur when there is a strong connection established with consumers. Currently, many sellers casually employ terms like “organic” and “sustainable,” leading to confusion among consumers. As an industry, there is a pressing need to define what sustainability truly entails and effectively communicate this clarity to consumers.”

While speaking about the importance of the conference, Mr. Nikhil Furia, Chairman of CMAI-SOFT Coordination Committee, expressed, “The deliberations made during this conference have culminated into a ten points recommendations paper that will now serve as the base of the policy dialogue between the G20 and C20 LiFE working group committees.”

Convenor of the conference, Dr. M. M. Hundekar, Principal, MKSSS’s School of Fashion Technology (SOFT), added, “With a rich cultural heritage of over 3000 years, sustainability has long been ingrained in Indian culture. As a result, India holds a prominent position in driving sustainable fashion globally. However, it is crucial to address the lack of awareness regarding sustainable practices within India’s unorganized clothing manufacturing sector. Over time, the pursuit of cheaper products has led to the neglect of sustainable practices. Simultaneously, there is a need to educate consumers about making informed purchasing decisions and prioritizing sustainable products. By raising awareness and promoting sustainable choices, India can reclaim and revive its traditional practices, fostering a more sustainable fashion industry.”