Charagh Din’s green initiative

Charagh Din, the maker of high- fashion shirts, has dedicated an entire new collection to raise

awareness on global warming.The rich colors, textures, exciting prints and fabrics are dedicated to environmental conservation. This is Charagh Din’s second line in the series. Even the brand’s ad campaigns motivate people to do their bit to save the planet through commercials, press ads and outdoor advertising: take public transport, walk, cycle, plant trees, and save water. The initiative has been spearheaded by Raju Daswani the promoter.

Charagh Din, the maker of high- fashion shirts was originally New Lord & Company and was incepted in the year 1947. The flagship store in Mumbai stretches across four floors and has an area of 10,000 sq. ft. The brand has kept its leadership position in shirts and everyday it introduces 25 unique designs. At any given point the store offers 25,000 shirts. The offering includes casual wear, business shirts, party wear, sports shirts and a designer range. In 1998, they launched Ditto -- a unisex brand for hip teenagers and modern youth.