Myntra for Earth Offers its Customers a Choice of Sustainability

In the fashion industry, trends come and go faster than most of us can keep up with. Amidst the whirlwind of the changing styles and trends, at Myntra, we believe that sustainability is the way forward. In our unwavering commitment and steadfast focus towards creating an environment-friendly future for the generations to come, over time we have made some changes to how we do things at Myntra. Not only have we enabled this by implementing sustainable measures to reduce our carbon footprint, but also by offering conscious and sustainable fashion and lifestyle choices to our customers. On this Environment Day and around the year, you can shop from our sustainable store for a truly conscious shopping experience.

Myntra for Earth

Myntra for EarthIntroducing Myntra for Earth, a one of its kind theme store dedicated especially to sustainable fashion alternatives. Launched in October 2020, Myntra for Earth offers over 5500 sustainable styles from 70 brands including trendy dresses, cool kicks, beautiful ethnic for festivals and even effective skincare, for you to choose from. The effort focuses on bringing together brands that incorporate more handloom and handcrafted items and use organic, natural-dyed, recyclable, eco-friendly, vegan, and cruelty-free material. The long list of brands in this campaign includes top brands like H&M, Mango, Adidas, Fabindia, Unnati Silks, Bharatsthali, Pothys, Nino Bambino, Pranava, Lily & Sid, Metro Kids Company, Kama Ayurveda, Forest Essentials, The Body Shop etc., to name a few. You can also find Myntra’s own in-house brands with earth-conscious collections like Taavi, Roadster and Ether here.


Myntra’s tryst with LENZING™ ECOVERO™

Taking the earth-friendly approach a step further, in 2020 we joined hands with LENZING™ ECOVERO™, an innovative fibre brand that derives fibre from certified renewable wood sources using an eco-responsible production process that meets high environmental standards. This branded special variety of viscose-fibre has been awarded the EU Ecolabel, a certification given only to those products and services meeting extremely stringent requirements of sustainability. If this perfect mix of sustainability and fashion seems like your thing, look out for brands like Roadster, Dressberry, Mast & Harbour and House of Pataudi (HOP) that offer a wide range of affordable designs using this patented fibre technology.

Paper is the way to go

Bubble wrap and shrink wraps are among the most popular packaging materials used across industry to secure the material being shipped to the customers. In line with the sustainability roadmap, one of our latest initiatives has been to use eco-friendly recycled paper shreds to replace the bubble-wrap and air-filled plastic packing pouches for the packaging of products. All the other plastic that we cannot avoid using, we recycle! The Myntra for Earth products also get delivered in outer packaging made of paper for our conscious shoppers.

Myntra sustainable packaging

“In packaging, we have eliminated 1500 tonnes of plastic from entering the landfills in 2020 alone. The plan is to double this elimination this financial year,” says Sham Sundar, Senior Manager, Packaging Operations at Myntra.

Solar Panels – Bid to reduce our carbon footprint

To reduce our carbon footprint, two of the largest fulfilment centres of Myntra, one at Bhiwandi and the other at Bilaspur, are now equipped with solar panels, leading to drastic reductions in the dependency on energy from non-renewable sources. Power generated from these panels are more than enough to cover our usage requirements, allowing us to export the rest of the energy back to the power grid.

“With the help of around 5500 solar panels, we are generating 1.75 megawatt of power at the moment, and reducing our carbon footprint by 2600 tonnes. It’s equivalent to planting 35000 trees. And this is just the beginning,” says John James, Director, Supply Chain Infra & Automation at Myntra.
At Myntra, the sustainability initiatives extend both to the more direct processes of sourcing raw materials and manufacturing, and to the indirect inclusive practices of responsible fair trade, community engagement and women empowerment.

Sustainability is not just another buzzword for us- it is a way of life and it is here to stay.

Visit Myntra For Earth: curated sustainable collection for conscious shoppers

Read about Taavi, Myntra’s lifestyle brand fostering economic and social sustainability.

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