First collection 'Neer' and Why organic

With this focus in mind, We launch our first collection called "neer" on the website for customers to buy from. Neer means water which represents the flow of life, It also takes shape and color of the material or medium it flowing across but never loses its authenticity and identity. We aim to be like water "Neer"

In today's era, there is a lot of focus on what we eat, wear and showcase around the house. Often we are unaware of how we as individuals are impacting people’s lives and the environment we live in, which means that many of us are unconsciously fuelling the problems. One of the biggest of the world’s polluters comes from something as simple and as common as cotton. Linkages between cotton production and environmental sustainability are a matter of debate which has caught the attention of environmentalists as well as policy-makers and practitioners.

 

However, most cotton goods sold today don't deserve that natural reputation. During cotton production and processing, lots of unnatural and highly hazardous chemicals are used.

 

Cotton is one of the most intensively sprayed field crops in the world - approximately 50 percent of pesticides used in India are consumed by cotton cultivation. According to a Pesticide Action Network statistic, it takes about one-fourth of a pound of chemicals just to make one cotton t-shirt, and two-thirds of a pound to make a pair of jeans.

"On environmental sustainability, there are a number of factors relating to trash content and its management as well as unsustainable use of inputs such as water, pesticides, and fertilizers."