10 December 2019

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'Do U Speak Green?': The New 'Green' Style Statement!

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Green is the buzzword of the decade- green food, green buildings, green industries and even green clothing. As the green concern is shaping the life styles of people world wide, here is an entrepreneur who would like to call his brand- “A catalyst for environment conservation”. Mr.Shishir Goenka, comes with a mission and appeal to encourage more people globally to use organic fabrics through his brand of organic cotton & bamboo knitted clothing - Do U Speak Green ?“I have a passion for wildlife and want to help the environment. My inspiration for Do U Speak Green? is stemmed from these works to fill the absence of smart looking organic clothing in India” says Shishir recalling his initial stressful days, as not many people understood his concept.

 On completing B.com from Sydenham College, Mumbai and a six-month condensed MBA from IIM - A in 1989, Shishir started his career by joining their family business -textile exports from 1989 to 1992. In 1992, he turned out to start his stint.  Fusion Clothing was started in 1992 before the green bells rang in India. As Indians were less concerned about this concept, he started with exporting organic t-shirts to New Zealand, Australia and Europe.

www.douspeakgreen.in, the website founded by Shishir in March this year, as a part of the Fusion Clothing Company, sells eco-friendly clothing made of bamboo fabric and organic cotton and styled with a wild life theme. The web-store offers customers a choice of styles and sizes and gives away gifts like cloth bags and recycled water bottles with every purchase. Customers can also solve a nature-related crossword every month on the website and win a free subscription to the environment magazine, Sanctuary Asia.

 “Bamboo fabric is a natural textile made from the pulp of the bamboo grass. It’s light and strong, has excellent wicking properties and is, to some extent, anti-bacterial” beams Mr.Goenka. “Organic cotton, on the other hand, is better than ordinary cotton, because no pesticides are used to grow it, which means emission of fewer chemicals in the environment and less exposure for the people growing it. These raw materials are also easy to procure”, he continues.

Today, www.Douspeakgreen.in  is India's 1st Eco friendly clothing Web-store - 100 % Organic Cotton & Bamboo Clothing and World's 1st clothing web-store contributing 10 % of sales for Environment conservation to BNHS - Bombay Natural History Society. Fusion Clothing is also the 1st Indian company (as of Jan 2010) to be a member of the Association for Conservation headquartered in Switzerland. They are also offsetting their parent company, Fusion Clothing’s carbon footprint (partially) by sponsoring BNHS — Forestation Program & Solar power project of The Energy and Resources Institute.
“Initially we did not have our own factory but we set up the same 4 years back” says Mr. Goenka. At their factory in Tirupur, they buy the organic yarn from certified mills & get the garments made in our GOTS & ISO certified factory. Do U Speak Green is also using the expertise of local as well as German designers for their styles.

“The clothes are stitched in the same way as normal clothes with the assistance of both local and German designers for styles. Only eco-friendly dyes and prints are used”. Goenka says, “The costs are about 20 to 30 per cent higher than regular clothes, but we have kept the pricing similar to encourage buyers,” he continues

About the concept of online shopping, Goenka says, “Online shopping is fast, convenient and environment-friendly, as no fuel is wasted in traveling to stores. Many people who live in far flung areas and do not have access to have access to the internet.” The major business challenge he says is the fact that online shopping for clothing has not yet developed in India. Also being a new brand in India much needs to do to build up a trust among customers. And they are already on the way. He is powerfully utilising social media like Facebook and  is also linking with other sites who have similar interests to build up popularity.

The products are also selling offline through  Taj Safaris - 4 resorts in MP, The Ranthambhore Bagh Hotel, Club Mahindra, Corbett National Park, Reni Pani Jungle Lodge - Satpura National Park, Mother Earth stores in Bangalore & Mumbai, The Bombay Store - PM Road,Mumbai, Nature's Bounty - Calangute,Goa

Goenka says that expansion plans are already taking shape. “We are adding different product lines and also expanding our markets” adds he. This month, the web-store has introduced its vegetable dyed T-shirts and, in the next one month, plans include introducing yoga wear and nightwear in eco-friendly fabrics. “We have registered our brand in the Europe & India. We have also started separate web-stores in USD (www.douspeakgreen.com ) & Euros ( www.douspeakgreen.de ) for those markets” he continues. They are also in the process of talks with retailers and hope more stocks in some national chains soon.


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