Birla Cellulose, a division of India’s Aditya Birla Group, has been recognised in Canopy’s Hot Button Report 2024 for its dedication to sustainable practices in the fashion industry. The company has been awarded the top position and a “Green Shirt” rating for the fifth consecutive year. This accolade is given by Canopy, a non-profit environmental organisation, and signifies Birla Cellulose’s commitment to eliminating sourcing from ancient and endangered forests and promoting the use of innovative, low-carbon fibres in man-made cellulosic fibre (MMCF) supply chains.
Birla Cellulose operates 11 pulp and fiber manufacturing facilities that utilise closed-loop technologies, incorporating recycled materials and focusing on natural resource conservation. The company has invested in five advanced research centers globally, which are equipped with pilot plants and facilities. These centers are dedicated to the research and development of Next Gen Solutions, which aim to reduce the impact on forests. Birla Cellulose’s fibers are derived from renewable wood and manufactured through a closed-loop process that reduces carbon emissions and resource consumption.
Canopy’s annual Hot Button Report is designed to help businesses make responsible sourcing choices. The report assesses MMCF producers based on their forest sourcing and Next Gen production, giving crucial data for brands. This includes an evaluation of traceability initiatives, the use of Forest Stewardship Council (FSC)-certified fibers, and support for conservation strategies.
The 2024 report assessed 28 out of 35 MMCF producers, representing 97.5 per cent of global production capacity, according to Canopy. The “shirt rankings” range from no colour (not yet assessed) to red (those at “high risk” of sourcing from Ancient/Endangered forests) through various shades of green (the darkest green being “leading in CanopyStyle commitments”).
Demand for MMCF-based textiles has increased, making responsible fibre manufacturing more important. While MMCFs currently represent a small portion of the global fibre market, production increased by almost half a million tons from 2022 to 2023. The Canopy report notes that some manufacturers have expanded output using unsustainable practices. The report emphasises the need for Next Gen fibre solutions to displace forest fiber in MMCFs.
There has been progress in the industry; a number of producers have improved their sustainability practices. According to the Canopy report, 71 percent of rated producers in 2024 earned green, partial dark green, or fully dark green status.
Nicole Rycroft, founder and executive director of Canopy, has congratulated the leaders in the industry who have invested in sourcing and Next Gen R&D. She noted that brands now have more options than ever to partner with producers that align with their business goals.
