Lenzing AG, one of the largest wood-based fibre manufacturers of the world, has been promoting sustainable fashion in India for over a decade with its products TENCEL™ and LENZING™ ECOVERO™, all sustainable and environmentally responsible viscose fibres.
India is a young consumer market with almost 65% below the age of 35 who understand value propositions, can easily compare prices and are concerned about the environment. This combination has been the driver for fast acceptance of Lenzing Group’s products.
High-end apparel brands have welcomed Lenzing AG products into their collections including ace Indian designers like Ritu Kumar, The House of Anita Dongre and Abraham & Thakore as have premium retailer brands with strong sustainability goals such as Zara, Monsoon, Esprit, Marks and Spencer, Global Desi. Even budget brands such as MAX and FBB have incorporated LENZING™ viscose fibres into their collections.
In a tête-à-tête with IMAGES Business of Fashion, Avinash Mane, Commercial Head, South Asia, Lenzing Group talks about how Lenzing has quickly transitioned into a serious challenger for existing sustainability brands in India. He also shares his insights into the Indian textile industry, the role of sustainability as well as the brand’s response to the new connected and discerning consumer.
Excerpts from the interview… What is your assessment of the impact of COVID-19 on the Indian textile industry?
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