It aims to capture both the domestic and overseas markets with its eco-friendly products perfectly called as Do U Speak Green. And with its strategies in place, the brand witnessed 100 per cent growth last year. Talking about it, Shishir Goenka, Director, Fusion Clothing Company (Do U Speak Green) says, “We launched ‘Do U Speak Green’, seeing the absence of smart looking clothing for the nature lovers and also the absence of organic clothing in India.” But most importantly, Goenka has a passion for wildlife and environment preservation, hence, the decision to contribute 10 per cent of sales for the environment. “We have been selected by ET Now for their ‘Pioneering Spirit’ TV program, also we are India’s 1st organic brand to sell under our own brand-name in Europe. Our brand is registered as a trademark in the US, Canada, EU and India.”
Perhaps what does the trick is the name which asks people on their commitment for the environment and their willingness to get involve. As Goenka says “When someone buys our product, not only do they sport clothes, which do not contain harmful chemicals, but are also contributing to the environment in three ways. They are encouraging the growth of organic cotton, which helps keep the land free of harmful chemicals and fertilizers; the amount is directly contributed by our company to WWF-India which can help them undertake more conservation activities; and last but not the least, they are indirectly helping farmers in higher realizations of money and keeping them healthy and debt free.”
In fact, the company has put up a video on their web-store – douspeakgreen.in, showing how the cultivation of conventional cotton is killing farmers. They do not have protection from pesticides and the soil and environment is damaged. The brand offers styles for men, women, kids and newborns. It uses organic cotton and bamboo cotton fabrics with eco friendly dyes and water based prints.
The brand has also roped in designer Satya Paul to create a special collection for WWF-India. And their association with ACK Media is to create T-shirts with characters from their Amar Chitra Katha and Tinkle comics. It has also formed an association with Shop for Change to extend its product offerings.
Commenting on the retail front, Goenka says, “We are selling through 26 MBOs and resorts and already have a distributor in Sweden and an agent in the UK. We also sell through our web-store douspeakgreen.in as well as other e-commerce sites like Homeshop 18 and Craftsvilla.