Organic cotton
Ethicus, a brand based in
Pollachi, near Coimbatore, Tamil Nadu, believes it isn’t enough to just
eat organic, one must also wear organic. “About 65% of the pesticides
produced in India are used on the cotton crop,” says Vijayalakshmi Nachiar, partner at Appachi Cotton, the parent company.
While Appachi Cotton
works with communities of farmers and helps them grow cotton without the
use of any chemicals and pesticides, Ethicus is the retail arm. “We
believe in being ethical at every step of the way—from farmers, to
weavers, designers, retailers as well as the customer,” says Nachiar.
There is no compromise on quality, though. Produced on handlooms in
Pollachi, Ethicus saris are made with no-bleed international Pantone
colour systems and certified organic dyes.
Organic cotton saris from Ethicus start at Rs.3,500,
at Kalpana in New Delhi; Benzer and Anita Dongre Timeless in Mumbai;
Paduka in Chennai; and Prasiddhi Silks in Bangalore.
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