Page 76 - ABFRL SUSTAINABILITY REPORT 2016-17

ReStoring

RESPONSIBLE ENVIRONMENTAL PEOPLE SOCIAL
E C O S Y S T E M S STEWARDSHIP FINANCIAL SAFETY PRODUCT RESPONSIBILITY

Sustainable Attribute | People

At ABFRL, sustainability goes beyond preserving just the environmental landscape. Our purpose is higher, and
extends deep into the cultural fabric of our country. Preserving traditional arts and crafts is a major focus area for us
and we take pride in exploring and building harmonious bonds with traditional artists and craftsmen. By providing
our traditional art forms a market and platform to participate in the economic mainstream, we are reviving fast
disappearing communities and thereby helping restore our culture and creating sustainable livelihoods for them.

CASE STUDY WEAVING THE

IKAT STORY

OPPORTUNITY IMPACT
Blend two needs and create a want. There is an The brand created waves in the Indian market by
urgent need to preserve India s rich heritage of rede ning the rules of corporate dressing and
weaving and dyeing and it is on the verge of making the workplace vibrant and colourful
extinction as machine made products take over.
On the other hand, there is a pressing need to The shirts produced are traditionally handcrafted
provide the rapidly evolving Indian consumer yet very trendy and modern in design, making
meaningful fashion options which are rooted in every piece special
his/her own culture. The new collaboration resulted in a symbiotic
relationship which provided the bene ts of
INTERVENTION
di erentiation, empowerment and engagement.
Blend age-old traditional weaving techniques with The artisans got an opportunity to explore
formal fashion to create artisanal clothing for daily diverse avenues for their centuries old designs,
wear. We created a winning synergy of IKAT - a opening up newer possibilities.
renowned and ancient tie and dye hand weaving
technique with unique geometrical prints with our pieces
leading brand Allen Solly. Over ,
were sold on the
Allen Solly partnered with the Pochampally rst day of launch
Handloom Weavers Co-operative Society to The IKAT collection was launched in 15 distinct
manufacture exquisite and unique Ikat shirts styles. The entire line remains very popular
from hand-woven fabrics. among customers.

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