Myntra has become the first e-commerce enterprise in India to partner with Better Cotton Initiative (BCI), a global non-profit organisation, heading the largest cotton sustainability program in the world, marking another step in its journey of sustainability and keeping with its commitment to create a more sustainable world.
As a part of this collaboration, Myntra’s in-house brands will source the cotton for their apparel through BCI.
Motivated to enrich global cotton production and make cotton farming sustainable, BCI aims to make Better Cotton the first choice among manufacturers.
In the previous cotton season, BCI, along with its partners, trained over 2.7 million cotton farmers in sustainable practices that utilize lesser chemicals and water to extract maximum efficiency from the farmland.
Through this partnership Myntra will focus on sourcing 10% of its cotton requirements from BCI to begin with and in the next five to seven years aim to increase it to 50%.
Better Cotton now accounts for 23% of the global cotton production, with BCI’s nearly 70 implementing partners rapidly adapting their practices to evolving circumstances during the COVID-19 pandemic.
Myntra has been undertaking efforts in devising and adopting ways across various aspects of its business operations towards reducing the overall carbon footprint and creating a positive impact on the environment.