A new ethical fashion brand by the name of ‘Ethicus’ was formally launched in Mumbai by the company’s founder Mani Chinnaswamy and his wife Vijayalakshmi Nachiar, promoter of the brand. Based on the philosophy ‘From farm to fashion’, the products are made from 100% certified ‘Organic Appachi Eco-logic’ organic cotton and ethical ‘Ahimsa’ silk. These ecofriendly products are designed keeping in mind the Indian as well as the global markets. No chemical fertilizers or pesticides have been used, nor have the plants been genetically modified.
Incorporating centuries old weaving techniques on jacquard handlooms, the Ethicus saris, stoles, duppattas,a host of men’s garments, bed linen, table linen, curtains, decorative cushions, baby gift sets, knitted t-shirts and accessories like bags and yoga mats have been beautifully hand-crafted by rural artisans. Mumbai based textile designer Chelna Desai, has also been closely associated with the product development for the brand. The price points for accessories range between Rs 400 – 1000, stoles and duppattas come at Rs 1200 – 3500, the cottton sarees start at Rs 5000 while the ahimsa silk sarees are priced Rs 15,000 onwards.
—Sayanti Banerjee, Mumbai Bureau