Birla Cellulose retains the highest 'Dark Green Shirt' category for three consecutive years in the Canopy Hot Button report

Birla Cellulose, the pulp and fibre business of the Aditya Birla Group, has secured the highest category in Canopy's Hot Button report, 2022 for the third consecutive year.

In its latest Hot Button report, Canopy, an environment not-for-profit, awarded Birla Cellulose with a 'Dark Green Shirt'*. The top category in the environmental report reflects Birla Cellulose's relentless effort to improve sustainable wood sourcing practices, conservation of forests, innovation, next-generation fibre solutions and transparency across the value chain.

Mr H K Agarwal, Managing Director, Grasim Industries Ltd. and Business Director, Birla Cellulose said, "Achieving highest category for three consecutive years is a testimony to our continuous efforts on the conservation of Ancient & Endangered Forests and robust initiatives to scale circular business models in the fashion industry. In our business, continuous innovative work in circularity with in-house revamping of Liva Reviva fibre in pursuit to find solutions to replace virgin pulp with waste textile material has helped us become a leader"

Birla Cellulose, this year, along with other global MMCF producers has signed an 'International Conservation Letter' to support conserving at least 30% of the World's Forests by 2030 to be presented at the 15th Convention on Biological Diversity (CBD) Conference of the Parties (COP). Birla Cellulose believes this is a significant contribution to the process, and will hopefully produce a strong international framework for conservation.

Birla Cellulose is actively collaborating with brands and supply chain partners, innovators, and orchestrators such as Canopy, Fashion for Good, and Circular Fashion Partnership for scaling its circular business model. Company's blockchain-based and molecular tracer-backed platform 'GreenTrack' provides end-to-end traceability of value chain from forest to fashion and is available free of cost to brand partners who source sustainability enhanced products such as Livaeco and Liva Reviva.

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