Agrima, Parmi, Shashibhushan

Statement of Approach – ABG CLP – Circular Fashion

Our Understanding of the Problem:

Circular Fashion is a continuous journey of fashion items in various forms to extend its value and life
cycle. With climate change and every company making substantial contributions to be more
sustainable, many brands are now thinking about circular fashion.

We believe that circular fashion is multidimensional – from items being designed, sourced,
produced, and distributed with the quality that can be later reused or recycled. It is an opportunity
for companies to be conscious at each stage and alter their practices to be greener and in
compliance with mother nature.

ABFRL particularly with a whooping revenue of Rs.12,418 Cr and being India’s first billion-dollar
fashion company should venture into Circular Fashion. With posh brands like Louis Philippe, Allen
Solly and partnerships with companies like Ralph Lauren, it has an upper hand to be the market
leader in sustainable fashion.

However, establishing such a clothing line would require heavy research work, establishing a
business model that would generate substantial revenue, and laying down long-term goals and
commitments.

Brief Approach:

While approaching the problem we will keep in mind the pillars of circular fashion – Produce and
Buy less; Design for durability; Extend the garment life; End of life solution and recycling.

Potential Secondary research sources – Statista, Bloomberg, Euromonitor, Sustainable Apparel

Coalition, Harvard Business Review, Reuters, etc

Hypothesis creation and validation based on data.

Ideation of different revenue models, feasibility, and scalability scope, and assessing the impact that
each stakeholder has on the process.

Why our team would be best suited for this project:

Our team is a mix of individuals with varied past experiences which can be leveraged as follows:

Agrima brings a strong Computer Science background and her recent marketing internship at Birla
Estates, making her the perfect fit for conducting thorough secondary research and monitoring
consumer behavior. In the emerging field of circular fashion, it's crucial to understand both customer
perspectives and responsibilities, along with shareholders' involvement. Agrima's tech-savviness
enables us to use tools effectively to track these journeys, providing valuable insights into the
evolving trends and stakeholder interactions in this new area.
 Agrima, Parmi, Shashibhushan

Parmi – She has an experience of 36 months with Deloitte USI, where she extensively worked on
data analytics and curated custom reports for her clients. Her skills can be leveraged to bring out
insights from the various data sources and for hypothesis generation. Data-driven solutions can be
worked upon by her using various data analytics tools. Also having studied biotechnology, she has
significant knowledge about sustainability and climate impacts which can be leveraged during the
ideation and prototyping phase.

Shashibhushan – Shashibhushan has managed his family business in the past where he overlooked
the entire business of equipment square part sourcing. He holds a very strong understanding of
supply chain and distribution. His knowledge can be leveraged in understanding the supply chain in a
circular fashion and what can be implemented at various stages. He also interned at Aditya Birla
Capital, where he worked extensively on chartering sales strategies and understood the revenue
model of the company. Through this, we will be able to work on the ROI and business model for
ABFRL in the circular fashion segment.

Overall Motivation – Our team genuinely believes that there is a gap that needs to be bridged
between fast fashion and the impact it has on the environment. We see this project as a chance to
create a positive change by addressing real-world issues and making a meaningful impact.