India, 1st December, 2023: Birla Cellulose, a flagship brand of Grasim Industries Ltd., is proud to announce that Birla Cellulose has secured the first position in Canopy’s Hot Button Report 2023, because of its unwavering commitment to conserving ancient and endangered forests and promoting circular solutions. The company continues its exceptional streak by securing the highest rating of ‘Dark Green Shirt’ for the fourth consecutive year.
Canopy, a non-profit organization dedicated to environmental causes, issues an annual Hot Button Report. This report empowers fashion brands and retailers to comprehensively evaluate suppliers of Man Made Cellulosic Fibers (MMCF) regarding their sourcing of forest fibers.
Commenting on the ranking, Mr H.K. Agarwal, Managing Director, Grasim Industries Ltd., and Business Director Birla Cellulose, said, “This esteemed recognition serves as confirmation of Birla Cellulose’s steadfast dedication and commitment to improve sustainable wood sourcing practices, forest conservation, innovation, next-generation fiber solutions, and transparent operations across the entire value chain.”
Birla Cellulose, in collaboration with global MMCF producers, actively supports the Convention on Biological Diversity’s commitment to conserving at least 30% of terrestrial ecosystems by 2030.
The company remains at the forefront of industry collaboration, working closely with brands, supply chain partners, and key stakeholders, including Canopy, Fashion for Good, and Circular Fashion Partnership, to drive the scaling up of circularity in the fashion sector.
Nicole Rycroft, Executive Director, Canopy, said, “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.”
About Canopy’s Hot Button Report:
Canopy’s Hot Button Report serves as the essential guide for fashion brands and retailers, ensuring responsible sourcing from MMCF producers committed to mitigating biodiversity and deforestation risks. The textile industry increasingly values eco-friendly practices, with over 550 global brands seeking partnerships with ‘green shirt’ producers. These brands, collectively generating over US $1 trillion in annual revenue, signify a substantial industry shift towards sustainability. The coveted ‘dark green shirt producer’ ranking signifies the highest adherence to CanopyStyle requirements, emphasizing Ancient and Endangered Forest conservation, transparency, traceability, and next-generation solutions.
About Birla Cellulose
Birla Cellulose, the pulp and fibre business of the Aditya Birla Group, is a leading sustainability-focused Man-Made Cellulosic Fibres (MMCF) producer. Birla Cellulose operates 12 sites for pulp and fibre manufacturing that apply environmentally efficient closed-loop technologies including recycled materials and enhanced conservation of natural resources. Its five global advanced research centres are equipped with state-of-the-art facilities and pilot plants. Birla Cellulose’s fibers are made from renewable wood and are produced using a closed-loop process with significantly lower carbon emissions and lower resource consumption. Birla Cellulose collaborates actively with its upstream and downstream partners to create a bigger and broader positive impact on the sustainability of its value chain.
