Most of the times, consumers confuse green marketing with sustainable marketing. Green marketing promotes business that reduces harm to the environment, animals, resources or anything related to nature. It may not necessarily involve sustaining the business from the social or humanitarian agenda. Nevertheless, companies involved in green marketing come up with sustainable methods not only for production but also ensure sustainability in the entire process. They make environmentally conscious decisions in the product supply chain including processing, packaging and distribution.
Looking at sustainability from the environmental aspect is now quite a mainstream perspective of understanding its actual core. Unfolding the structure, the most appropriate meaning of sustainability exists combining number of phases including the environmental, social, cultural and economic habitat. Upasana, along with presenting an organic product and actively promoting the business practices and processes, is also extending social support for the welfare of humankind by engaging itself into social issues. Therefore, sustainable marketing promotes practices that prove harmless for not only the environment and the consumers, but also to the workers involved in supply chain. By engaging into employee education and ensuring healthy work atmosphere, Upasana is contributing towards social prosperity.
Considering these factors, the definition of sustainable clothing turns out to be much deeper than green clothing. Realising that this is not just an environmental crisis but also a social concern, Upasana is working to establish a better design of a balanced lifestyle for future generations. The organisation treats all the elements in the surroundings with equal importance to create a smooth system for conscious and peaceful living.