india today magazine
As covered by Sowmya Aji on March 25, 2013
Greener, saner ideas of leading an organic life!
Compared to the US and European countries where green ideas are encouraged and even backed by private equity firms and venture capitalists, Indians are afraid to walk the talk. But there are some prolific examples who will not accept defeat.
Excerpt from the article –
MINC retail store, Bangalore
Mini Varkey Shibu 46
Ethnic is chic
Mini believes in “khadinomics”. Along with husband Kochery C. Shibu, who works with a hydraulics company in Himachal Pradesh, Mini, an nid graduate, started her first retail store for eco-friendly fashion clothing in December 2007 in Bangalore. The store is called MINC, short for ‘mini’ couture. The intention, as a poster-photograph in the store proudly proclaims, is to “initiate young users to eco-friendly clothing and the value of our rich heritage in fabric”.
No compromise on quality
All the fabric used in Mini’s store is organic and sourced from tribals of Dharmapuri district in Tamil Nadu. Chemical fertilisers are a strict no-no. The cotton is hand-spun under specific instructions. While she mainly uses vegetable dyes, Mini has also opted for ammonia-free colours.
Khadi can be cool
While the initial plan was to stock only khadi, Mini found that this was not economically viable. So she opted for all natural fabrics including cotton and silk. “We produce about 800 pieces a month now,” she says.
-by Sowmya Aji
Find a link to the full article in India Today – Greener, saner ideas of leading an organic life!