How Mani Chinnaswamy and his wife Vijayalakshmi are weaving a new organic cotton success story in Kabini, Karnataka.
In Kabini, Karnataka, by working with tribal farmers, Mani Chinnaswamy a pioneer in cotton contract farming, started growing fine organic cotton. By 2008, in the midst of a huge world recession, the 3-year certification process of the cotton production was over, and his wife Vijayalakshmi Nachiar thought it would be a great idea to add value to this cotton. The husband-and-wife team realised that the most sustainable course of action would be to develop their own market for this cotton. And by 2009 ‘Ethicus’ was born, marking the beginning of an organic and ethnic journey.
Ethicus is India’s first ‘Farm to Fashion Organic’ as well as a Sustainable Fashion Brand. The company is focused on sustainability and giving the complete value chain an unique identity. Explaining about the significance and meaning behind the unique name choice, Mani tells us, “We also believed that we could not do all that we envisioned to do alone. We were holding hands with our farmers, spinners, weavers, artisans, retailers & customers to complete this chain of Ethical fashion. Thus, the name ‘Ethicus’ stands for Ethics & Us – all of Us who are part of the Ethicus fashion cycle.”
Ethicus’s product line ranges from Sarees, blouses, accessories including bags, stoles and scarves, home linens like napkin and table runners etc. Ethicus collaborates with Tamil Nādu weavers, Ajrakh printers, Bandhani artists, women Chikankari embroiderers from Lucknow and Telangana traditional Kalamkari artisans.
For Ethicus the journey wasn’t always a smooth one. “We were the first Organic Textile brand in the country. People had heard of organic food but not organic cotton. Most people thought cotton being a natural crop was already organic. Bringing awareness amongst people about the need to grow organic cotton due to the rampant use of chemical fertilisers and pesticides, the effects of unethical dyeing and the need to protect our heritage of handloom weaving were our biggest challenges.”
Future ambitions for Ethicus include working with new artisan clusters and developing products for the home, men, and young people, says Vijayalakshmi. The epidemic taught the couple that the globe is their market and that technology can connect them with the artists and clients.
