Birla Cellulose Tops Canopy's Hot Button Report for Sustainable Practices

02 December 2023, Mumbai

Birla Cellulose, a flagship brand of Grasim Industries Ltd., has once again secured the top position in Canopy's Hot Button Report 2023, cementing its reputation as a leader in sustainable Man-Made Cellulosic Fibers (MMCF) production.

This remarkable achievement marks the fourth consecutive year that Birla Cellulose has been awarded the coveted 'Dark Green Shirt' rating, underscoring its unwavering commitment to conserving ancient and endangered forests and promoting circular solutions within the fashion industry.

Empowering Fashion Brands with Informed Sourcing Decisions

Canopy, a leading environmental organization dedicated to protecting forests, publishes an annual Hot Button Report that serves as an essential guide for fashion brands and retailers seeking responsible sourcing partners. This comprehensive report assesses MMCF suppliers based on their commitment to sustainable forestry practices, transparency, and the development of next-generation fiber solutions.

Birla Cellulose: A Champion of Sustainable Practices

Commenting on Birla Cellulose's exceptional ranking, Mr. H.K. Agarwal, Managing Director, Grasim Industries Ltd., and Business Director Birla Cellulose, expressed his pride in the company's unwavering dedication to sustainability. He emphasized that this recognition serves as a testament to Birla Cellulose's continuous efforts to enhance sustainable wood sourcing practices, promote forest conservation, drive innovation, and ensure transparency across the entire value chain.

Contributing to Global Biodiversity Conservation

Birla Cellulose actively collaborates with global MMCF producers to support the Convention on Biological Diversity's ambitious goal of conserving at least 30% of terrestrial ecosystems by 2030. The company recognizes the critical role of forests in maintaining biodiversity and mitigating climate change.

Pioneering Circularity in the Fashion Industry

At the forefront of industry collaboration, Birla Cellulose works closely with brands, supply chain partners, and key stakeholders, including Canopy, Fashion for Good, and Circular Fashion Partnership, to drive the adoption of circularity principles within the fashion sector. The company is committed to reducing the environmental impact of the fashion industry by promoting resource efficiency, recycling, and the development of sustainable fiber alternatives.

Nicole Rycroft, Executive Director, Canopy, commended Birla Cellulose's unwavering commitment to sustainability, stating, "A hearty congratulations to Aditya Birla for securing the top spot in Canopy's 2023 Hot Button Report.

We commend their hard work to remove Ancient and Endangered Forests from the MMCF supply chain and are encouraged by their consistent progress to bring Next Gen fibres to market at scale."

Birla Cellulose's exceptional performance in Canopy's Hot Button Report 2023 serves as a beacon of hope for a more sustainable future within the fashion industry. The company's unwavering commitment to conserving ancient and endangered forests, promoting circularity, and developing next-generation fiber solutions sets a high standard for others to follow.

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