Myntra Becomes the First E-Commerce Player in India join hands with Better Cotton Initiative


Along with being one of the world’s most extensively used natural fibres, cotton is known to be climate intensive. In order to make cotton farming a sustainable practice, Better Cotton Initiative (BCI) takes steps right from the root level—with the cotton farmers.

In this view, and in line with its commitment to sustainability, Myntra has now become the first e-commerce player in India to partner with Better Cotton Initiative (BCI), a global non-profit organisation at the helm of the largest cotton sustainability programme in the world.

BCI works with government bodies, agricultural stakeholders, and farming communities on training and collaboration projects to improve soil health, farm practices, and yield. The organisation accounts for 23 percent of the global cotton production, and aims at making cotton production better for farmers, the environment it grows in, and for the cotton sector’s future in terms of sustainability. BCI and its 70 implementing partners have trained more than 2.7 million farmers for sustainable farming practices in the previous season.

What does the partnership mean for Myntra?

BCI’s commitment towards a better cotton industry echoes with Myntra’s sustainability vision. With this partnership, Myntra will now source 10% of its cotton for in-house brands from BCI initially, with its eyes on scaling this sourcing to up to 50% in the next five to seven years.

Joining hands with the largest cotton sustainability programme in the world, Myntra aims to drive its in-house brands towards business practices that up their green credentials. When it comes to sustainability, Myntra intends to leave no stone unturned. From ‘Myntra for Earth’, which hosts more than 70 eco-friendly brands collectively, offering over 5000 styles, to the recent partnership with Canopy to contribute to forest conservation, the brand continues to proudly walk the talk on sustainability.