Circular business scale up amongst the most ambitious partnership initiatives in the MMCF industry

Birla Cellulose, pulp and fibre brand of the Aditya Birla Group under the flagship company Grasim  Industries Limited, recognizes the pivotal role that it can play in sustainable forest management and in promoting circular economy using a collaborative approach. Birla Cellulose plans to aggressively scale up the production of circular fibre Liva Reviva to a level of 100,000 tons per year by 2024.  

One of our key strategic partners in this journey is environmental not-for-profit Canopy and their CanopyStyle initiative, now supported by over 450 brands and retailers. 

Liva Reviva, a circular viscose fibre made using pre-consumer cotton waste and closed loop technologies  comes with outstanding sustainability credentials such as significantly lower greenhouse gas and water  footprint compared to generic viscose. It contains a unique molecular tracer backed by blockchain based  traceability and is Recycled Claim Standard (RCS) certified. Under this initiative, the recycled content in  Liva Reviva will be increased up to 30% in 2022 from 20% currently and post-consumer material will be  gradually increased in the feedstock as we increase the volumes. 

It is estimated that more than 90 million tons waste is generated from fashion industry every year and  less than 1% is recycled, remaining going to landfill / incineration or leaking into the environment. Key  barriers to the circular business model include limitations in recycling technologies, lack of infrastructure  for waste collection and segregation, garments not being designed for recycling and lack of investments in each of these areas.

Birla Cellulose has invested significantly in development of the recycling technology and infrastructure  and would continue to further invest in development of pre- and post-consumer textile waste recycling  technologies, building the capacities for next generation fibres and developing reliable reverse logistics  for collection and segregation. 

Today, the world is looking for innovative solutions for mounting problem of fashion industry waste. Birla  Cellulose is proud to be pivoting the collaborative effort for scaling up the circular business model, this will  not only upscale the waste but also help reduce pressure on forests for virgin wood-based pulp and help  fight climate change.” said Mr. H K Agrawal, Designate Business Director, Birla Cellulose. “This initiative is  aligned to our vision to be a global leader in sustainable business practices in the Man-Made Cellulosic  Fibre industry”. 

Canopy applauds Birla’s industry-leading target of 100,000 tonnes of Next Generation production by  2024. Spurring circular innovation is critical to reducing waste and acting on the growing climate crisis,”  said Ms. Nicole Rycroft, Founder and Executive Director of Canopy. “Our planet needs companies to  move faster than they may feel comfortable. By 2030, we need all viscose producers to be sourcing at  least 50% of their supply chain from circular, non-forest inputs to meet the ecological challenges of our  times. Accomplishing 100,000 tonnes by 2024 is an important step in that journey.” 

Birla Cellulose strongly believes that collaboration can unlock greater value for all the stakeholders where every partner plays an important role. Birla Cellulose envisions an active partnership between global  brands and retail partners, value chain partners and orchestrators like Canopy and Fashion For Good in  this aggressive plan to scale up the circular business model. Birla Cellulose will also create awareness  about environmental benefits of next generation fibres by working closely with all stakeholders with an  aim to accelerate the circular business model.