Green Practices – Do they appear in making or just marketing?

Yesterday belongs to none, but all of us can change our tomorrows. It is astonishing to realise that the power to save the planet rests with an individual. Our little choices and decisions can be the first step leading us into a journey of change, the change to reform for betterment. The time has now arrived where a bunch of consumers have started caring about making conscious decisions. Organisations are actually implementing sustainable practices into their business model to act more responsibly towards the biological system.

In the presence of greenwashing, which is a deceptive advertising technique using green marketing to promote the perception that the company’s aims and policies are environmentally friendly, consumers sometimes become sceptic about the brand. In addition, when some companies do not market themselves as an eco-friendly or a conscious brand, the use of green hang tags, look book shoots in an open field or the white space on the website make them visible as a sustainable one unintentionally. Gradually, consumers are overwhelmed and perceive it as a green brand. This concludes that this field requires thorough and deep knowledge about the origin of a product to make a conscious choice before purchasing it.

Taking a step towards being a true conservationist, large-scale organisations are close towards understanding that the world is not given by their ancestors but is borrowed from the coming generations. The large-scale industries can be a motivation for the small-scale sector. The concern that they are not 100% sustainable makes them hesitate to publicize it. Most sustainable brands have established their business model emphasising sustainability as their centre point and not profit making. Such brands are a paragon that do not consider market as a platform to compete. They take it more as a collaborative opportunity to achieve ethical business strategies.

Upasana as a Green Label


Serving as a helping hand for multiple causes from the elevation of traditional textiles to procurement of healthy livelihood for weavers and farmers, Upasana has been communicating its green practices throughout the journey. The motive is not just to market its products and services but to educate the consumers and develop consciousness for the surroundings. The hangtags include crisp information about the product. This makes it easy for the consumers to know the material, name of the project and the production location.

With online and social media, Upasana is encouraging textile crafts and organic fabrics made using ethical practices and educating the consumers about conscious fashion. Familiar with the truth that not all their products are made out of organic fabrics, it ensures to segregate the merchandise and separate organic cotton products from the others in their outlets. The print media is taken care to be made out of recycled paper, which is stated on it. Considering the business as a yoga, Upasana is moving ahead combining textiles and fashion in a way that it fosters human life by preserving the tradition, cultural heritage and the environment.