Micro Cotton’s Vikram Krishna Devaraj on More Sustainable Bed and Bath Linens

ESG Outlook is Sourcing Journal’s discussion series with industry executives to get their take on their company’s latest environmental, social and governance initiatives and their own personal efforts toward sustainability. Here, Vikram Krishna Devaraj, managing director of luxury premium bed and bath linen brand Micro Cotton, discusses its growing expansion into products incorporating recycled fibers.

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Name: Vikram Krishna Devaraj
Title: Managing Director
Company: Micro Cotton/Sharadha Terry Products Private Limited

What do you consider your company’s best ESG-related achievement over the last 5 years?

Our greatest initiative is centered around developing towels made from post-consumer waste, underscoring our commitment to sustainability and innovation. By 2025, we plan to launch new products that incorporate 20 to 30 percent recycled materials and to achieve Net Zero emissions.

What is your company’s latest ESG-related initiative?

We are actively working to further reduce water and chemical consumption in our textile processing. Through our in-house R&D efforts, we have developed and patented a waterless scouring process, significantly minimizing our environmental footprint. To support these initiatives, we’re conducting in-house pilot projects and collaborating with external recycling experts like Birl a C e l l u l o s e and Renewcell . These partnerships help us ensure the highest standards in sustainability across our product lines.

What is the biggest misconception consumers have about sustainability in fashion/accessories?

Consumers are of the opinion that sustainable products are more expensive than conventional and sacrifice quality. We have STeP certification by OEKO-TEX® for our production facility, which demonstrates the details of production process and supply chain with respect to our sustainable production. The STeP Certification ensures cooperation with a globally standardized criteria in all areas of sustainable manufacturing, including safety, environmental and chemical management and efficient use of resources. This highlights the quality and longevity of our products to customers.

As consumers become more aware of worker conditions and how clothing is produced, how can the industry best spread the word on progress?

As consumer awareness around worker conditions and sustainable production practices grows, it’s crucial for the industry to be transparent and proactive in sharing its progress. One effective way to do this is through digital platforms—such as social media, blogs and company websites—helping to communicate these efforts in a more engaging and accessible manner. Visual content, such as behind-the-scenes videos and interviews with workers, can provide a personal touch that resonates with consumers.

Collaborating with third-party organizations and certifications can also add credibility to a company’s claims. Being open to external audits and evaluations, and proudly displaying certifications or partnerships with reputable organizations, can further reinforce trust and commitment to ethical practices.

What do you consider to be the apparel industry’s biggest missed opportunity related to securing meaningful change?

A missed opportunity is an insufficient emphasis on long-term, systemic changes. While many industries focus on incremental improvements, there’s a need for bolder, more transformative actions that address root causes rather than just symptoms. This involves rethinking business models, investing in innovative technologies and fostering a culture of continuous improvement and accountability.

One of the areas could be to implement a new technology for recycling garments, as the next big threats are single-use garments in many countries that pollute landfills. A comprehensive system must be implemented, covering every stage from material collection to the manufacturing of the final product.

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What was your company’s biggest takeaway from the Covid crisis that is still relevant today?

Our biggest takeaway is the importance of flexibility and adaptability in operations by adopting remote work, adjusting supply chains and altering business models. Adaptability is the key component of sustainability as it allows companies to better manage risks and continue operations even in uncertain conditions.

What is your personal philosophy on shopping and caring for your clothes?

While shopping, the priority is on two factors: reasonable pricing and better quality. Garments made from sustainable materials with affordable pricing are my first preference. I buy natural materials (mainly cotton and wool) and tend to avoid polyester, nylon and other man-made fibers due to their sustainability issues.

In terms of caring for clothes, product lifespan plays a major factor. I avoid buying fast fashion as I have seen the durability of clothes from these retailers are lower. Wash care includes washing clothes in cold water to reduce energy consumption, air-drying where possible, and repairing items when they lose trims like buttons and hooks instead of discarding them.

At the end of a garment’s life, it is better to explore ways to give it a second life, whether through recycling programs, upcycling or donating to organizations that can use or repurpose it. This approach helps to minimize textile waste and ensures that clothes don’t end up in landfills unnecessarily.

How much do you look into a brand’s social or environmental practices before shopping?

I look for manufacturing sustainability accreditations like OEKO-TEX ® Made in Green. The materials a brand uses speaks a lot about its environmental practices. I recently walked out of a European brand store when I noticed almost all products were made with man-made fibers.

Anything new you are doing to boost sustainability beyond the fashion industry?

Sustainability is a principle that extends beyond just our fashion choices and into various aspects of daily life. We are focused on certain areas like usage of organic chemicals and sustainable materials for our production processes to have better ethical manufacturing process.

We have invested in energy-efficient technologies, automation processes and practices in our facilities to improve efficiency and lower our carbon footprint. Additionally, our rural skills initiative teaches villagers methods to make organic fertilizers and pest repellents.

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