Mumbai: Union textiles minister Smriti Zubin Irani launched project SU. RE (Sustainable Resolution), a move towards sustainable fashion, at Lakmé Fashion Winter/Festive 2019.

Project SU.RE is an initiative by Clothing Manufacturers Association of India(CMAI), United Nation in India and IMG Reliance, the leader in sustainable fashion movement in India,  

The SU.RE project is a commitment by India’s apparel industry to set a sustainable pathway for the Indian fashion industry.

Smriti said: ” Never before have 16 of the biggest brands of India come together to save the earth. The combined industry value of the 16 signatories to the resolution is around Rs 30,000 crore . Everything we consume, we have to consume responsibly. The step taken today makes for not only responsible business but also smart business. The Sustainability Report 2018 states that sustainability is the 4th criterion considered by consumers while choosing products. I am grateful that UN in India is also here to support this endeavor. Best wishes for this amalgamation and confluence of what is purely Indian thought.”

Rahul Mehta, President of the Clothing Manufacturers Association of India said: “ It is a tremendously responsible and timely step taken by the apparel industry of India to commit to move towards sustainable fashion. ”

The signatories to the pledge for project SU.RE are Future Group, Shopper’s Stop, Aditya Birla Retail, Arvind Brands, Lifestyle, Max, Raymond, House of Anita Dongre, W, Biba, Westside, 109F, Spykar, Levi’s, Bestsellers, and Trends among others. The signatories have pledged to source/utilize a substantial portion of their total consumption using sustainable raw materials and processes, by the year 2025.

Renata Lok-Dessallien, Resident Coordinator, United Nations in India said:“Without sustainable supply chains, the fashion industry will become less and less viable. ” 

Jaspreet Chandok, Vice President and Head of Fashion, IMG Reliance said: “This initiative will be the start of a movement that can have massive impact and we hope to see significant change to come through over the next five years as major retailers move towards embracing sustainability at their core.”

The launch of project SU.RE at Lakme Fashion Week was supported by the LenzingEcoVero that stands for ecologically responsible production of viscose fibre made from the renewable & certified raw material wood, and R Elan that produces Green Gold fibre made from 100% used PET bottles with one of the lowest fibre carbon footprints globally. 

​ Project SU.RE aims to contribute to the UN Sustainable Development Goals 2030, especially SDG12 for responsible consumption and production.