Leading Grasim Industries brand Birla Cellulose has revealed that it ranked #1 in Canopy’s Hot Button Report 2023. The company’s dedication to protecting old and threatened forests and promoting circular solutions is what led to its accolade. The company’s commitment is further demonstrated by its fourth consecutive year of earning the coveted “Dark Green Shirt” designation.
An important global analysis tool for the fashion industry, the Hot Button Report is released yearly by the environmental non-profit Canopy and focuses on forest-related issues. This research gives fashion companies the ability to evaluate Man Made Cellulosic Fiber (MMCF) sources when obtaining forest fibres.
HK Agarwal, Managing Director of Grasim Industries and Business Director of Birla Cellulose stated that the company’s dedication to improving next-generation fibre solutions, innovation, sustainable wood sourcing methods, and transparent operations throughout the whole value chain is validated by this recognition.
Aditya Birla received congratulations from Nicole Rycroft, Executive Director of Canopy, for attaining the top spot in the 2023 Hot Button Report. Rycroft applauded their concerted efforts to remove Ancient and Endangered Forests from the MMCF supply chain as well as their persistent progress in commercializing Next Gen fibres.
To assist the Convention on Biological Diversity’s commitment to preserve at least 30% of terrestrial ecosystems by 2030, Birla Cellulose actively aligns with manufacturers of MMCF worldwide.
The company is at the forefront of ethical sourcing, with a Hot Button score of 32.5 out of 40 and no known risk status for its fibres, including Lyocell VSF and Rayon VFY.
The company is still very much involved in industry collaboration; to further the amplification of circularity in the fashion industry, it closely collaborates with major stakeholders, supply chain partners, and brands including Canopy, Fashion for Good, and Circular Fashion Partnership.
Lenzing, Tangshan Sanyou, and Xinxiang Chemical Fiber Co., Ltd. (Bailu Group) are recognized as other top performers in this field in the 2023 study.
