April 5, 2020 written by

Birla Cellulose, one of the global leaders in man-made cellulosic fibre (MMCF), has emerged as the top company for eliminating endangered forests from its supply chain in the environmental non-profit Canopy’s 2019 Hot Button Ranking and Report.

Canopy’s Hot Button Report evaluates the global producers of viscose and ranks them on the sustainability aspects of their raw material sourcing practices. The criteria of ranking include protection of ancient and endangered forests, innovations in alternate raw material developments and supporting global forest conservation solutions.

Birla Cellulose has developed innovative technologies to recycle pre-consumer wastes that has immensely benefited actively taken part in the movement of using alternate means of raw material for the generation of its products and has been immensely beneficial in successfully catapulting the company to the highest spot in the market.

Birla Cellulose utilizes an extremely efficient product traceability system which makes it possible to trace the source of fibre across its value chain, this can help consumer select a more sustainable fabric.

“The Aditya Birla Group firmly believes and advocates against the concept of undertaking half-hearted efforts and the same is reflective through the quality of work that it undertakes. It is because of this firm belief of ours that we have been successful in achieving a great ranking in Canopy’s Hot Button Ranking and Report for the third consecutive time and we solemnly pledge to strive towards achieving and establishing higher benchmarks in the years to come,” Dilip Gaur, Business Director – Global Pulp & Fibre Business and Managing Director – Grasim Industries Ltd., a flagship company of Aditya Birla Group.

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