ENTREPRENEURSHIP AND SUSTAINABLE BUSINESS PRACTICES

Assignment on: SUSTAINABLE BUSINESSES PRACTICES

Submitted to: Dr. A. Srinivasa Rao

Submitted by: Diksha Nag and Vanshika Mathur
SUSTAINABILITY IN FASHION INDUSTRY
 ACKNOWLEDGEMENT

We have immense pleasure in successfully completion of this work titled:

“SUSTAINABLE BUSINESS PRACTICES OF BRAND 11:11”.
We greatly acknowledge the motivation and understanding extended for the work
by Dr. Professor A. SRINIVASA RAO, who responded promptly and
enthusiastically to our doubts, despite their congested schedules. We are indebted
to all of them, who did their best to bring improvements through their suggestions.
We are also thankful to our COLLEGE ‘Resource center staff, NIFT, who directly
or indirectly have been helpful in some or the other ways.
 CONTENTS

1. About the Brand

2. Achievements
3. Collection
4. Innovation of Khadi Denim
5. Rebirth of Khadi
6. Suggestions to improve sustainable business practices
7. Conclusion
8. References
 11:11

Eleven eleven is a pret label whose design, vision and

marketing initiatives are lead by the entrepreneurs Mia
Morikawa, Graphic Design Graduate from Central Saint
Martin, London and Shani Himanshu, a Fashion Designer
from Domus Academy, Milan.

11.11is one of the brands who makes dedicated attempts

to promote khadi (handwoven natural fabric). Khadi is
often ignored for being unfashionable.

11.11is one of the brands who makes dedicated attempts to

promote
Khadi khadi (handwoven
or khaddar is handspun,natural Khadifiber
fabric).natural
hand-woven is often
cloth introduced in India by Mahatma
Gandhi.
ignoredThis
for is mainly
being made from cotton. The cloth is usually woven from cotton, silk or wool,
unfashionable.
which are all spun into yarn on a spinning wheel called a charkha

The concept of ‘luxurious khadi’ came into existence by 11:11 brand and now gaining ground.
The brand makes unique fashion attires that are completely handmade and dyed in a natural or
ecofriendly way, using colors extracted from barks, petals and leaves of different plants. They
use indigenous fabrics like khadi and kala cotton from Kutch in Gujarat and provide employment
to local artisans skilled in crafts like block printing and mirror work.

In India, 11.11 retails from its flagship concept store The Grey Garden in Hauz Khas Village,
New Delhi. 11.11 also gave an export business relationship with Japan.

11.11 represents mainly the quest of the epic mastery. It has combined its roots in the luxury
space, while drawing attention on producing links between farmers, weavers, natural dyeing and
block printing traditions. This prompted in a logical and significant high fashion garment line
that created grounds for ethical by-products while ensuring sustainability of local power.
Observation has remained there and disseminate from one plane to the other as we explore new
layers of social and Mercantile engagement engrossed under an eco-luxury lens.
11.11 uses 100% natural dyes. Such natural dyes are Extracted from plant sources like barks,
leaves, petals, roots, berries or wood. Fungi and lichens Are other organic sources. Natural dyes
are smooth with age but retain its true colors.

Natural Indigo is taken up from Indigoferatinctoria, also known as true indigo specific to Asian
and African parts of the world. 11.11 garments travel to the one of the oldest natural indigo
dying pit in Pondicherry in South India to be dyed.

11.11 tells about using the figure as a field of expression while beginning a dialogue on a range
of biformity such as contemporaneity and pre-contemporaneity / urban and natural based on the
folklore of Khadi.

Achievements:
➢ Won the WFC GIFU 8 International fashion design competition, Japan 2000.
➢ Won the First PID Daegu International fashion design competition, Korea 2002.
➢ Won Domus International Design competition, Italy 2003.
Showcased Mobius Spring Summer 2003 collection in Milan fashion week, in
collaboration with Moet & Chandon.
Collection:

Sunshine of indigo

Hand painted silk shirt and drawstring

jogger pants

Flamingo city in Rann of Kutch

Gardening
 Signature Indigo pieces

Oversized Bandhani

Layers of block print on hand spun cotton

dyed in charcoal

Naturally dyed ochre yellow

Lunar block printing pieces

 Soft pure pashmina

Innovation of Khadi Denim

11.11’s regular blue jeans is a unique garment made from an indigenous variety of cotton called
‘kala cotton’ that's developed without utilizing pesticides. Developed in Kutch, this cotton is then
hand-spun in Saurashtra and dispatched to Auroville in Puducherry for coloring with common
indigo. It is once more transported back to Saurashtra where it is woven and at last sent to Delhi
where it is sewed by hand. Designers Shani Himanshu and Mia Morikawa and co-founders of the
label, launched Khadi Denim five years back.
Himanshu explained, kala cotton doesn’t require irrigation or cultivation and depends completely
on precipitation. It is sowed after the first precipitation and takes two more rainfalls to grow. The
crop yields short-staple yarn, which retains color perfectly and is changed during dyeing. Short
staple cotton yields an uneven yarn — usually a disadvantage — in any case, the yarn is solid,
coarse and stretchable. As time passes, the hand-woven material made of this yarn takes the
shape of the body and gets to be like a moment skin. As the fabric fades, it relaxes the hand
stitches, which gets to be clear revealing its high-quality character. Khadi denim makes its
buttons from reused brass coins of 1, 5 and 20 paisa categories. To guarantee the ultimate item
reveals its root, it’s stuffed in a ‘route box’ which contains a few glass vials filled with bits of
hand-spun yarn, indigo, additionally tags, a booklet on Khadi Denim and a scratch pad made
from reused waste created during the fabricating process.
Explaining the reason why it is expensive, given the fact that it is 100 percent handmade
Himanshu says it takes several months to create a product whereas, during mass production, the
maximum time taken is 60 days. Everything is done manually by artisans across the regions.
They sell only a limited number; so that results in attached cost at the retailer’s end. The price is
not much as compared to its value.
The people are given training for three-four months for constructing a garment and it takes about
7 to 10 days to stitch it. The beauty behind the process is that artisans acquire the knowledge of
making the garment.
Rebirth of Khadi
Himanshu Shani participated in the world’s largest sustainability forum
Designer is able to showcase their work in Vivienne Westwood. The designer’s customized
hundred printed bags made in Africa from recycled materials. Matti Limattainen’s work
presented new business opportunities called Self-Assembly which helps in creating ready-to-
assemble garment kits, which people can design clothes by hand. This process will possibly help
connect with struggling artists in India who could send the assembled garments to potential
buyers.
Himanshu was able to highlight his own business model too, by linking farmers, weavers and the
creators of garments. The entire city of Arnhem was talking about the State of Fashion, of how
phenomenally well it was planned. The scenario was overwhelming to think about how so many
designers and brands are able to speak the same language of sustainability in such diverse yet
impactful ways, said by Himanshu Saini

Suggestions to improve sustainable business practices

• Know more about your supply chain. Where are your raw material i.e. textiles and trims
coming from,are they made out of sustainable source & who is making your product?
When asking ourselves these questions we ought to keep in mind that impact is not only
around the environment but is additionally the community that surrounds these
production lines. We are beginning to see increasingly widely utilized standardizations
and instruments that are helping to control sustainable industry.

• Textiles, dyes and ethically paid workers are the three most common factors to consider
when categorizing brand as a sustainable, but there are other factors to think about too –
a company’s daily operations. Conscious companies may use a green energy supplier or
even have their own solar panels; they may recycle water from their offices to water
plants, or only use electric vehicles for their deliveries.

• Align Sales and Marketing. The terms sales and marketing are used interchangeably.
However, these vital functions are different and equally important part of the company or
organization. They are, in fact, the key factors that cultivate customers, generate sales,
and serve as the fuel for a company. Marketing is a critical investment for the financial
success of the organization. Sales without a proper marketing function is costlier and less
effective.
• Expand your offerings. Customers and their needs are always evolving and, so should
product and service offerings by a company. Being aware of customers long-term needs,
research and development or industry trends enables a company to predict their future
needs and position their company to provide service to them. This approach also brings
their company the opportunity to be first-to-market and a disruptor.

• Focus on customer relationships. Increasing customer retention by five percent can

increase profits between 25 and 95 percent, providing excellent customer service creates
long-term and loyal customers which is a sound strategy to grow a business. Upselling or
cross selling present customers is significantly more effective and cost-efficient than
securing new clients.

• Increase your geographic reach. Focusing on a manageable region is smart. Creating

opportunities to grow your client reach could be a critical development methodology that
should be pursued in a phased approach to ensure that extra client requirements, logistics
and costs are addressed.

• Create a new client/customer base. Data suggests that selling to new clients is between 5
and 20 percent effective. Regardless of this information, a focused effort to achieve
clients in new segments, geographies or sections can be judicious. Knowing when to
engage in new client acquisition opportunities requires a well-thought-out vital approach
and flawless implementation.

• Motivate your team. Studies show that clients care quite a bit about the workers of the
brand they shop from. Companies known for poor work situations pay the cost by
harming their brand image and contrarily affecting their client experience. Inside,
workers who feel like they need an opportunity for advancement or that their work isn't
acknowledged inside the company are far less likely to put in their best work.
Conclusion

We would like to conclude that there are a few common patterns between these methods that can
assist you figure out how to extend sales and revenue. Firstly, innovation and forward -thinking
are an imperative way of remaining ahead of the curve, whether it be putting additional care into
your brand, giving superior stipend for employees, or paying more consideration to the
expanding demands of your clients. Furthermore, innovation is key to expanding sales and
revenue. Advanced retail analytics tools can offer assistance to your company in getting better
view of your market, discover more opportunities for development, cost your items more viably,
and follow to your objectives and targets. Eleven Eleven has a bright future as sustainability is an
upcoming trend and they are in the growing stage.
References

• Black Sheep. (2003). 11:11/ ELEVEN ELEVEN.Retrieved From

https://www.notjustalabel.com/1111eleven-eleven

• Instagram official account - https://11-11.in/

• Kumar Meenakshi. (2008).Brand 11.11 marks a marked with innovative handcrafted khadi
denim.Retrieved from https://fashionunited.in/news/retail/brand-11-11-makes-a-mark-with-
innovative-handcrafted-khadi-denim/2018031917104
• Ladha Shubham.(2018). 2 Indian designers participated in one of the world’s largest
sustainability forum.Retrieved from http://www.vervemagazine.in/fashion-and-beauty/2-
indian-designers-participated-in-one-of-the-worlds-largest-sustainability-forum