UV&W bets big on eco-friendly apparels, sees 40 per cent growth

With so much emphasis on being environment friendly, it is hardly any wonder that even apparel brands are doing their bit to save the earth. UV&W has carved a niche for itself for its organic clothes. Much in demand, organic clothes are driving growth at UV&W. For the forthcoming season, the brand hopes for a 40 per cent growth. Last financial year, they recorded a 30 per cent growth.

UV&W is known for its variety and high quality clothes. Its range includes T-shirts, sweaters, sweatshirts, tracksuits, lowers, bermudas, lounge wear, value pack, thermal and undergarments. Their winter range has bright colours as well as pastel shades trending this year. Different fibres such as modal, bamboo cotton and lycra are used. Even for thermals, new styles and colours have been added.

Indians give a thumbs up to organic

UV&W’s organic T-shirts are doing phenomenally well, thus proving that Indian consumers are ready for organic clothing. The consumers have a fair idea about organic but need to be further educated on this. The demand is more for children’s T-shirts as compared to that of men and women. UV&W provides 100 per cent organic clothing in peppy colours and different styles. Consumers wouldn’t go for organic in such a big way if latest styles are not provided.

Just like organic food, organic clothing is made from a cotton that is chemical free and grown without the use of pesticides. There are no GMO seeds used in cotton growing and as such it does not require any chemicals to assist the growth. The dyeing of fabric happens under strict adherence and only azo free dyes are used that are GOTS approved. It is not only good for you but for the environment as well. All this together makes organic production environment friendly.

Vartul Duggal, GM-Marketing & Operations, is optimistic about the future of organic clothing. He says, “Undoubtedly, the future is bright. We see a lot of participation from consumers in the organic clothing market. Consumers and industry both are heading towards an eco-friendly environment. I am sure other Indian brands will join the organic revolution very soon. The government should also play an important role in formulating strict policies deferring manufacturers and brands from adopting conventional grown cotton clothing.”

UV&W products are available through different channels such as exclusive brand outlets (EBOs), Multi-Brand Outlets (MBOs) and online portals. Currently, UV&W is available through four EBOs and 1,200 MBOs. The share of earnings from EBOs is 20 per cent, MBOs 70 per cent and e-commerce is 10 per cent. The brand has its own online portal and is also available on other e-commerce sites such as Jabong, Flipkart, Snapdeal, HS-18, Amazon etc.