Birla Cellulose, the forerunner in sustainable practices in the fashion industry, has once again secured the coveted 'Dark Green Shirt' status in Canopy's prestigious Hot Button Report 2022. This marks the 3rd consecutive year it has stood tall in this highest echelon, reaffirming its commitment to conserving ancient and endangered forests while scaling circular business models.

The Hot Button Report is a groundbreaking tool that empowers fashion brands and retailers to rigorously evaluate the forest management practices of their MMCF (man-made cellulosic fiber) suppliers. The recent report highlights the efforts undertaken by Birla Cellulose to improve sustainable wood sourcing, forest conservation, innovation, and transparency across the value chain. The report's fourfold assessment parameters have become the framework through which Birla Cellulose shines. These include:

• Eliminating controversial sources
• Contributing to forest conservation
• Pioneering next-generation solutions
• Establishing transparency

"The resonance of environmentally friendly practices in the textile industry has grown remarkably. 500+ global brands have set their sights on sourcing from 'green shirt' producers, collectively commanding annual revenues exceeding US$850 billion. Birla Cellulose's recognition as a 'Dark Green Shirt' champion exemplifies the transformational power of demand in steering change," shares Surya Valluri, Chief Sustainability Officer, Grasim Industries Ltd.

Birla Cellulose's continuous efforts towards eliminating ancient and endangered forest fiber from their rayon and viscose supply chain have elevated them and set new industry benchmarks. 

The deeper shade of green achieved by Birla Cellulose is a testament to their dedication to CanopyStyle commitments. It has charted a path toward a more sustainable future by making significant headway in developing next-generation fiber solutions and advancing conservation efforts in critical landscapes. 

This achievement solidifies their position as an industry leader and underscores their pivotal role in shaping a more ecologically conscious fashion landscape.