India’s leading fashion e-commerce player Myntra has become the first e-commerce enterprise in India to partner with Better Cotton Initiative (BCI).

The retail giant plans to source 10 per cent of its cotton requirements from BCI initially, and then increase it to 50 per cent in next five to seven years. As a part of this collaboration, Myntra’s in-house brands will source the cotton for their apparel through BCI.

BCI, a global non-profit organisation, along with its partners, trains over 2.7 million cotton farmers in sustainable practices that utilise lesser chemicals and water.

To make it easier to adopt, scale and measure, mass balance model would be followed where Better Cotton can be mixed with conventional cotton through the supply chain. While this means Better Cotton is not physically traceable to end products, BCI farmers benefit from the demand for Better Cotton in equivalent volumes to those it sources.

Neetu Jotwani, VP Product Development & Sourcing, Myntra says, “As the leading fashion and lifestyle retailer in the country, we aim to incorporate more environmentally-responsible practices throughout our supply chain. Partnering with the BCI means we will continue the journey to source more sustainable cotton across our entire business, working towards a brighter future for the cotton industry and those whose lives depend on it.”