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A substantial growth of 50 per cent in business was shown. Pixabay

The pandemic has brought certain lifestyle modifications — first-time consumers of eco-friendly products and consciously adopting change which has translated into bigger markets for sustainable fashion brands, says Pankaj Khabiya, co-founder and product head at Ethik, a cruelty-free fashion brand for men.

He says that post the lockdown, the market scenario has seen substantial growth of 50 percent in business and up to 80 percent in certain product categories.


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Khabiya speaks to IANSlife about the changing fashion preferences of people. Excerpts:

How do you think the pandemic has changed people’s fashion preferences?

Khabiya: The pandemic has brought with it challenging times in many ways and its direct manifestation has been a change in people’s perspective altogether on how they live and what they choose to consume. This also entails all aspects of their lifestyle making them first-time consumers of eco-friendly products and consciously adapting to the change which has translated into bigger markets for sustainable fashion brands like ours who are trying to develop more innovative products keeping the fashion sensibilities in mind while being ethical, and sticking to our core values of ‘Ahimsa Paramo Dharma’ & ‘Live Leather Free’.

Did you witness a surge in demand during this period?

Khabiya: Yes, post the lockdown the market scenario has been encouraging and once we resumed business from August onwards, we have witnessed a fair growth for the brand and awareness about our products. Until now there has been a substantial growth of 50 percent in business and up to 80 percent in certain product categories. Also, we are expecting this trend to continue and get better in the next coming months.

Tell us about the exclusive new collection?

Khabiya: Combining all our learnings from the previous collections, the design team at Ethik was given a clear brief to go all out for designing keeping comfort and aesthetics as the priority. We have added 25 new styles in footwear for men and also introduced a new collection in wallets. The material used for producing wallets is named acorn for its distinct look, all-natural feel, and jaw-dropping performance. The material is a result of the processing plant and wood fiber pulp, combined with other recycled cellulose, paper, and natural fibers. This material is eco-friendly recyclable and sustainable and since the process is long-drawn, it maintains the highest standards of quality. This material premium, therefore, it is imported.

How does the whole process of procuring fiber from plants work?

Khabiya: The acorn collection is made by special processing of plant and wood fiber pulp, combined with other recycled cellulose, paper, and natural fibers. It is eco-friendly and sustainable. The bonding agents and colors used in the manufacturing process are safe. It is strong and non-tearable at a reasonable thickness and compares favorably or better than leather for the same thickness. It is washable, takes stitching well, and can be fabricated into small and large bags, purses, and accessories. The product will pass all testing including REACH, ROHS, and Oeko-tex.


The acorn collection is made by special processing of plant and wood fiber pulp. IANS

What are its environmental impacts?

Khabiya: As far as the environmental impacts go, incorporating an eco-friendly lifestyle helps keep a check on the carbon footprint and its proliferation. It has been able to ensure that no more animals end up in the endangered category or are killed for our exotic tastes.

Can sustainable clothing and accessories also be affordable?

Khabiya: Yes, sustainable products can be and are already considered affordable as they last longer in terms of usage and maintenance and give a good ROI in the long term which weighs out the pricing of the product. Moreover, eco-friendly products are inherently durable and all-weather resistant which adds to the long life of the products.

ALSO READ: Fashionista Pryanca Talukdar: Few Styling Tips And Fashion Hacks

How have you set the cost of each eco-friendly product you create?

Khabiya: Every venture, whether eco-friendly or not, has to be profitable to its makers. Rather than focussing on high markups on the costing, our design and production teamwork on various material combinations and manufacturing best practices to ensure the costing is always under control and zero wastage is achieved.

Our focus is to remain premium and cater to the luxury buyer, in a price range that is entry-level luxury hence creating a larger consumer base for eco-friendly sustainable non-leather products.

How can one move towards sustainable fashion?

Khabiya: Buying what you need in fashion preferences is a crucial initial step towards this goal, educating yourself on what sustainability really is and what it means for your lifestyle will help you make more informed choices on what to look for when buying sustainable products. Appreciating the change in your lifestyle must make it to more ears to help them also choose wisely too. (IANS)


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Photo by Pixabay

Upcoming medical colleges in Uttar Pradesh will be named after saints and sages

The new medical colleges being opened in Uttar Pradesh will be named after saints and sages.

The state government has issued an order naming four district hospitals that are being converted into medical colleges.

These district hospitals are in Bijnor, Fatehpur, Chandauli, and Siddharth Nagar.

The Bijnor medical college has been named after Mahatma Vidur, a philosopher during the Mahabharata era and uncle of the Pandavas and Kauravas.

The Chandauli medical college has been named after Baba Keenaram, said to be the founder of the Aghori sect.

The Siddharth Nagar district hospital will be called Madhav Prasad Tripathi Medical College after the BJP politician from the region. Tripathi, popularly known as Madhav Babu, was also the first Uttar Pradesh BJP chief. He was elected MP from Domariyaganj in 1977, besides being two times Jan Sangh MLA and also a member of the UP legislative council.

The Fatehpur hospital has been named Amar Shaheed Jodha Singh Ataiya Thakur Dariyawn Singh Medical College, after the freedom fighter of 1857.

It is said that he was among the first to use Guerrilla warfare against the British, as taught by freedom fighter Tatya Tope.

Meanwhile, according to official sources, the medical college in Deoria will be named after Maharishi Devraha Baba and the medical college of Ghazipur in the name of Maharishi Vishwamitra.

The medical college of Mirzapur will be in the name of Maa Vindhyavasini, the medical college of Pratapgarh in the name of Dr. Sonelal Patel and the medical college of Etah will be named after Veerangana Avantibai Lodhi. (IANS/JB)

Keywords: Medical Colleges, Uttar Pradesh, Yogi Adityanath, India, Politics


Photo by Wikimedia Commons

Photo of Indian cricket team on the ground

Former Pakistan captain Inzamam-ul-Haq has picked India as the favourite to win the ongoing ICC Men's T20 World Cup in Oman and United Arab Emirates (UAE).

Inzamam feels that the Virat Kohli-led India have a greater chance of winning the trophy as the conditions in the Gulf nations are similar to the subcontinent, which makes India the most dangerous side in the event, according to Inzamam.

"In any tournament, it cannot be said for certain that a particular team will win' It's all about how much chance do they have of winning it. In my opinion, India have a greater chance than any other team of winning this tournament, especially in conditions like these. They have experienced T20 players as well," said Inzamam on his YouTube channel.

He said more than the Indian batters, the bowlers have a lot of experience of playing in the conditions. The Indian Premier League (IPL) was played recently in UAE and most of the Indian bowlers did well in that leg.

Inzy heaped praises on the Men in Blue for the confident manner in which they chased the target against Australia on a challenging track without needing Kohli's batting prowess.

"India played their warm-up fixture against Australia rather comfortably. On subcontinent pitches like these, India are the most dangerous T20 side in the world. Even today, if we see the 155 runs they chased down, they did not even need Virat Kohli to do so," he added.

Though he did not pick any favourite, Inzamam termed the India-Pakistan clash in the Super 12 on October 24 as the 'final before the final' and said the team winning it will go into the remaining matches high on morale,

"The match between India and Pakistan in the Super 12s is the final before the final. No match will be hyped as much as this one. Even in the 2017 Champions Trophy, India and Pakistan started and finished the tournament by facing each other, and both the matches felt like finals. The team winning that match will have their morale boosted and will also have 50 percent of pressure released from them," Inzamam added. (IANS/JB)

Keywords: India, Pakistan, Sports, ICC T20 World Cup, UAE.


Photo by Diana Akhmetianova on Unsplash

Skin problems like itchiness, dryness and flakiness can occur anytime if you're not moisturising your body enough.

Skin problems like itchiness, dryness and flakiness can occur anytime if you're not moisturising your body enough. It is commonly observed that while many people take their skincare routine seriously, a majority of them neglect to moisturise the body. It is important to keep in mind that timing matters a lot when it comes to applying moisturisers. Therefore, knowing the appropriate time to apply body lotion is essential.

Take a look at the ideal times to moisturise your body shared by Kimi Jain, Head of Retail, KIMRICA.

Morning
Moisturising the body in the morning sets your skin up to face countless irritants and environmental factors during the day. The skin is constantly exposed to harsh chemicals and pollutants when you're outside which is why using a protective and soothing moisturiser while going out is necessary. Kimirica's Five Elements Body Lotion comes with natural Aloe Vera extracts that act as a rich source of antioxidants and vitamins that helps protect your skin and provide a deep nourishing effect.

man in white crew neck t-shirt Moisturising the body in the morning sets your skin up to face countless irritants and environmental factors during the day. | Photo by The Creative Exchange on Unsplash

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