Paruthi – India’s local organic brand
With ‘Paruthi’, Upasana decided to go organic in 2011. Upasana has been working with the organic cotton farmers under Kapas project for many years and decided to launch the brand in their support. Paruthi in Tamil means ‘cotton’. ‘Paruthi’ is the result of a sustainable business collaborative striving to protect and promote the fragile cotton communities of Tamil Nadu. Failed crops, increased competition, and unfair business practices have driven thousands of cotton farmers and weavers to despair. ‘Paruthi’ line of clothing is made using only the most ethical practices for the earth and the cotton communities of rural India. It has taken a fashion route to sustainibility and successfully launched a clothing line under “Responsible Fashion”.
Uma, the founder of Upasana says, “Fashion has the power to change the world. Give it a chance”.