By recirculating products rather than discarding them after use, a circular economy would lead to reduced demand for materials and energy, and ultimately a reduction in greenhouse gas emissions. We aim to achieve circular economy principles through innovation, scalable solutions and unlocking markets for sustainable products. Our Wealth-Out of- Waste (WoW) program is one such rewarding initiative in this direction.
The upcycling of flax waste at JST has created two value-added products (VAP) of fabric and apparels with appealing designs. This initiative has been recognized at the RePrism Awards, an annual event by the Aditya Birla Group across all units and businesses. The blended fabric is an Over the Counter (OTC) product marketed under the brand “Mazury” and the apparel is available for sale on e-commerce websites like Flipkart, Myntra, Amazon, etc., marketed under the brand “Cavallo” by Linen Club.
These intimate blends, converting all noils / soft waste to yarns and fabric provided us with opportunity to derive volume growth from this lower price segment. MAZURY is conceptualized to introduce a range of linen rich blended fabrics to cater to the fashion needs of value conscious Indian consumer, with production set to increase on a commercial scale in the coming years.
