Kering's Sustainability Initiative Boosts Indian Circular Fashion Startups
Kering, a global luxury group, recently extended its Generation Award to India, acknowledging pioneering startups in circular fashion. This initiative underscores India's burgeoning influence in sustainable innovation and Kering's dedication to mitigating the luxury sector's environmental footprint. Three companies received accolades for their transformative approaches to waste and material reuse.
Fostering Sustainable Innovation in India
Kering's Generation Award recently shone a spotlight on India's vibrant entrepreneurial scene, recognizing three innovative startups for their significant contributions to circular fashion. The top honor and €50,000 in funding went to Paiwand Studio, a Noida-based enterprise established by Ashita Singhal. This studio excels in converting pre-consumer textile waste into novel handloom fabrics and intricate embroidery, simultaneously revitalizing discarded materials and empowering skilled artisans and weavers. This dual impact of environmental stewardship and social upliftment positions Paiwand Studio as a leader in sustainable textile production.
The second prize was awarded to Pune-based Without, founded by Anish Malpani. This company has developed a patented methodology to transform multi-layer plastic packaging and soiled textiles into innovative materials suitable for products like eyewear and various packaging solutions. Their work addresses critical waste challenges by giving new life to otherwise difficult-to-recycle materials. Ghaziabad's A Blunt Story, led by Chandni Batra, secured the third position for its pioneering plant-based sole material. This eco-friendly alternative aims to replace conventional footwear components derived from crude oil, such as EVA and TPU, offering a more sustainable choice for the footwear industry. The awards ceremony, held at the Embassy of France in New Delhi, not only provided financial incentives but also offered the winning startups invaluable opportunities, including all-expenses-paid trips to Europe to connect with Kering's network of maisons, suppliers, and industry leaders, as well as attendance at the ChangeNow Summit in Paris in 2027. These opportunities grant access to Kering's design and production expertise, alongside mentorship in crucial business areas like communication, finance, and growth strategies, which Singhal anticipates will significantly broaden Paiwand Studio's market reach.
India's Growing Role in Global Circularity
Kering's decision to bring its Generation Award to India is a strategic acknowledgment of the nation's rapid emergence as a luxury market and a fertile ground for innovation. Marie-Claire Daveu, Kering's chief sustainability and institutional affairs officer, emphasized India's dynamic ecosystem for entrepreneurship and creative thinking. This aligns with Kering's broader agenda, as articulated by CEO Luca de Meo at the company's Capital Markets Day, which identifies India as one of six key growth markets alongside other significant regions in Asia, South America, and the Middle East. Daveu highlighted India's central role in discussions surrounding innovation and entrepreneurship, making it an ideal location for an award dedicated to discovering fresh solutions for the fashion industry's environmental challenges. Kering's comprehensive sustainability strategy encompasses reducing environmental impact, enhancing resource efficiency, investing in human capital and traditional craftsmanship, and pioneering next-generation materials. This approach also extends to promoting product longevity through repair, resale, and digital twin technologies, providing a robust framework for an award focused on circular innovation and practical applications across luxury supply chains.
The selection process for the Indian edition of the Kering Generation Award was facilitated by Reliance Brands Limited (RBL), Kering's local partner. RBL, a major player in India's retail sector representing numerous international luxury brands, played a crucial role in identifying suitable partners. For its inaugural year in a new market, Kering chose to focus on a singular theme within sustainability to ensure a more targeted and effective selection process, with plans to expand into other sustainability areas in subsequent years. Nominations were sourced through the R|Elan Circular Design Challenge (CDC), a platform co-launched by RBL, the United Nations in India, R|Elan, and Lakme Fashion Week in 2019. The CDC, which expanded internationally in 2023, attracted diverse entries from Europe, the UK, and Asia-Pacific, with judging conducted across global fashion capitals. Jaspreet Chandok, RBL's group VP, affirmed the shared belief that the future of fashion hinges on supporting new ideas and the innovators behind them. The esteemed jury for the India edition included Kering's Marie-Claire Daveu, celebrated designers Manish Malhotra and Rahul Mishra, RBL CEO Sumeet Yadav, and Pascal Morand from the Fédération de la Haute Couture et de la Mode. Mishra underscored the importance of a holistic view of sustainability, encompassing social impact, job creation, and community empowerment, noting the immense potential in combining the research and technological strengths of international luxury groups like Kering with India's rich heritage of material intelligence, craftsmanship, and community-based production. Both Daveu and Chandok highlighted India's ingrained practices of upcycling, recycling, and heirloom preservation, which resonate with circularity principles. They believe that a new generation of Indian entrepreneurs is now fusing this inherited wisdom with cutting-edge technology and modern business models to drive innovation in sustainable fashion. Post-award, Kering's extensive network and mentorship will help these startups secure commercial partnerships, as demonstrated by previous winners like Melephant, a Chinese startup developing bio-based dyes that has successfully integrated its materials into luxury supply chains and secured substantial funding. The award aims to cultivate a global community of innovators, connecting new winners with past ones, fostering cross-pollination of ideas and supporting their international growth ambitions, with Kering committing to continued engagement in India to further this mission.
