UV&W: Keeping its commitment for a green Earth

India’s first popular organic cotton clothing brand UV&W is all set to complete its family wear line. It plans to launch a children’s wear range in the coming months, besides introducing a vast range of mercerized cotton polo shirts in bright colors and

sweat shirts with the message ‘Respect the insects’.

The brand started in 2008, is looking at selling to more cities across India this year. “The year has been great for us. We started selling our T shirts for men through MBOs in most states and the product has been well received. For 2011, our mission is to introduce the product in the remaining states and increase our penetration in the already covered areas,” says Rajat Misra, VP-Marketing and Design, Venus Group.

UV&W aims to break the perception that organic cotton clothing is only for the rich. “If the organic movement is to make a significant change to the environment, then we have to make it a mass movement and keep it away from its positioning that it is meant for the rich and highly fashionable people only. The products have basic designs and reflect simplicity, which goes well with the target clientele who places health above all other factors,” he says.

The brand started off by opening 12 EBOs mostly in Punjab in cities like Ludhiana, Amritsar and Jalandhar. It also has EBOs in Delhi-NCR, Jaipur, and Vadodara. UV&W is widely known as a knits brand. Its product range includes: T shirts, sweat shirts, cotton sweaters, lowers, bermudas for men, tops, lounge wear, sweat shirts, lowers, capris for ladies, inner wear, nappies, tops, rompers et al. The brand is also exporting to major retail chains like Wal-Mart in the US, Canada and Mexico and Carrefour in France.

“We make basic products. The color and designs are done in house. Our in house production facilities are one of the best in the world. Starting from yarn/fabric dyeing, knitting, processing, printing all activities are undertaken in house. This ensures quality and on time deliveries and product innovation,” avers Misra.

With the aim to preserve the earth from harmful chemicals, the brand is promoting organic cotton to put health first. It is known for its CSR activities to popularize organic clothing and achieve the goal of a safer work place, a safer planet and a safe product. “The reason for launching organic clothing was our understanding that there is a great future for health oriented products as we are surrounded by pollution and toxins everywhere and something should address this issue,” Misra says. They touched a turnover of Rs 4 crores this fiscal.