Do U Speak Green: All for a cause

Having started production last year with a turnover touching almost Rs 1 crore, Mumbai-based environment-friendly brand Do U Speak Green is now looking at Rs 5 crores turnover in the next 2-3 years. Fusion Clothing Company,

the makers of the brand, is also expanding its online and offline market penetration. And for this, it’s improving the product portfolio that will help in increasing sales five-fold. On the offing is a new collection for Earth Day on April 22. It will include seven styles which will be online by April 15. It will also add six more styles for World Environment Day in June. The color palette for this season is mostly naturals such as raw, greens and browns, in keeping with the company’s basic USP. It is also planning an exclusive product launch of yoga and sleepwear segments soon.

Well-known for its apparel range for men, women, kids and babies at a reasonable price range starting from Rs 325 to Rs 1, 475, Do U Speak Green uses mainly organic cotton and bamboo cotton fabrics with eco-friendly dyes and water based prints in its garments. As one of the very few Indian brands that have opted to sell online, it was challenging initially although the company is doing well now using New Age mediums like Google adwords and Facebook for its ads. It has more than 9,600 Facebook fans and numerous visitors, with buyers buying both online and from partner sites. It is one of the world's first clothing web store contributing 10 per cent of sales for environment conservation organizations like Bombay Natural History Society (BNHS).

“Our inspiration came about due to the absence of smart looking clothing for nature lovers and the absence of organic clothing in India. I have a passion for wildlife and to help preserve our natural environment hence, the decision to contribute 10 per cent of sales for the environment. The name asks people on their commitment for the environment. When someone buys our products, not only do they sport clothes which do not contain harmful chemicals, but also they contribute to the environment in three ways: They are encouraging the growth of organic cotton which helps keep the land free of harmful chemicals and fertilizers; the money is directly contributed by our company to BNHS, which will help them undertake more conservation activities; they are indirectly helping farmers in higher realizations of money and keeping them healthy and debt free,” says Shishir Goenka, Director, Fusion Clothing Company.

Although the brand does not have EBOs as of now, it’s present in six Mother Earth stores and eight Club Mahindra resorts along with other up-market resorts, speciality stores and online through their web store, Infibeam, Home shop 18, Myntra, Indian Gift Bazaar among others. It plans to gradually expand into Tier II, III and IV towns, which already give a high contribution to online sales. With a USP of innovative styles conveying messages or prints highlighting nature conservation while using eco-friendly fabrics, Do U Speak Green seems to be doing a lot of speaking for itself.