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BENGALURU – Indian fashion retailer Myntra has become the country’s first online enterprise to partner with the Better Cotton Initiative (BCI).

By forging this relationship, Myntra commits to increasing its uptake of more ‘sustainable’ cotton, with the view to attaining 50 per cent of the material it uses from BCI farmers within the next five to seven years.  

Neetu Jotwani, vice president of product development and sourcing at Myntra, said: “As the leading fashion and lifestyle retailer in the country, we aim to incorporate more environmentally responsible practices throughout our supply chain.” 

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