Bhu:sattva plans organic denim and global spread

Bhu:sattva the popular sustainable, ethical, vegan and fair-trade clothing brand would soon launch a collection of organic denims. The brand is best known for making use of organic fabric, renewable fibers, herbal/natural dyes and works towards empowering craftsmen, artisans and technicians

both economically and socially. The brand offers a range of organic clothing and accessories for men and women.

Bhu:sattva aims to bring in every possible essence of nature close to its customers. Explaining the concept behind Bhu:sattva, Jainam Kumarpal, Ecopreneur/Director, Rising Tradelink, creators of the organic label says, “Bhu:sattva is a brand which ‘started green’ instead of ‘going green’. The idea was to inculcate ethics and sustainability in the entire supply chain and thus come up with a fair trade concept.” It is now chalking out an aggressive retail expansion plan to push up growth.

Expanding the green portfolio

Year 2013 has been quite an eventful for Bhu:sattva. It launched two collections; ‘Eco-spheric Ethics’ and ‘Resurgence: Peace-a-Organic'. The brand now plans to introduce organic denims. “With Eco-Spheric Ethics, we had come up with a collection that was designed exclusively as per international fashion trends keeping in view the preferences of our global clientele. The unique blend of Indian soul and western classic silhouettes and styles and a colour palette that reflected the natural earth,” explains Kumarpal.

In mid-2013, Bhu:sattva launched another organic collection, ‘Resurgence: Peace-a-Organic’, which promotes peace through an exclusive range. With its minimalism and unconventional casual yet classic styles, the collection is designed towards the youth who like to flaunt style and vibrant colours.

Elaborating on the quality standards adhered by the company while creating organic clothing, Kumarpal says, “The purity and authenticity of organic fabrics are certified by Organic Exchange standards (OE 100 and OE Blended) and Global Organic Textile Standard (GOTS). The labour-intensive process of making an ensemble involves organic cotton contract farming, hand dyeing with natural/herbal dyes, revival of various ancient and languishing art forms of India like Kalamkari, Pichwai, Phad which includes hand-embroidery done by eco-friendly fibers, hand-painting and hand block-printing.”

The product range includes prêt and couture for men and women. The collection includes dresses, pants, saris, trousseaus, occasion wear and bespoke tailored clothing for women and casual and formal shirts, trousers, outer wear like jackets, vest-coats, tuxedos and suits for men. “Recently we launched a wide range of eco-friendly accessories like sling bags, clutches, tote bags, butwas, neck pieces, waist bands, head bands, detachable collars, hats and belts for women and scarves, brooches, waist belts, ties and bow-ties for men,” states Kumarpal.

Spreading retail footprint

In 2014-15, Bhu:sattva has chalked out aggressive expansion plans. Apart from launching its own shopping portal, the plan is to participate in international fashion weeks and trade shows in Germany, UK, South Africa and Hong Kong. “We plan to open our own retail outlets across India starting from Ahmedabad where we shall showcase our exclusive product range,” says Kumarpal.

In India, Bhu:sattva has successfully marked its presence in more than 18 cities which includes Tier I cities where it is present in high-end multi-designer stores and Tier II cities, where it has tied-up with eco-friendly stores. Bhu:sattva is present in more than 50 multi-designer stores pan India.

“We wish to join hands with people across the globe, those who can carry forward the patronage of organic culture. With an encouraging response in India, we are spreading our across the globe. We have been exporting to Mexico, Italy, South Africa, UK, US, Canada etc, through our agents. Now we are focusing on creating a direct presence of Bhu:sattva in these as well as other markets,” Kumarpal opines.

The idea behind Bhu:sattva, began with the organic cotton farming, where the conventional farmers are converted to organic farming(certified). The preamble of organic farming has been aimed at conservation and optimized utilization of all natural resources. Direct purchase by Bhu:sattva encourages farmers to cultivate organic cotton and also provide them a livelihood they deserve. The company in collaboration with Italian designer, Wanda Casaril Zamichieli has come up with a line of ‘Khadi Art’ in the past. It has been working closely with different NGOs and Gujarat government for the economic and social upliftment of rural women wherein women from different interfaith are brought together to be a part of the project.