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Save the people of Delhi: Rejuvenate and cleanse the Yamuna at the earliest.
The air in Delhi is not fit for breathing, and the water in the blackish Yamuna river is not even fit for touching. Looking at the efforts being made by the government, it appears as if only a fresh wave of clean air, expected in the next three days, may drive away the poisonous air that has engulfed the capital for nearly a fortnight. For a clean Yamuna, we may have to wait for another three years.
On Thursday, Delhi chief minister Arvind Kejriwal unveiled a six-point action plan to cleanse the Yamuna by February, 2025. The plan includes setting up of new sewage treatment plants (STPs), increasing the capacity of existing STPs, use of new technology to ensure pollutants do not enter the river, in-situ treatment of major drains that fall into Yamuna and diverting all industrial waste to treatment plants. He promised connecting the drains of public toilets in all slums to the larger sewer network and completely stop stormwater drains from being polluted. Kejriwal promised he would himself take a dip in Yamuna before the next assembly elections. At present, the Yamuna is a dirty river full of filth with 22 drains dropping sewage into it across the 23 km stretch of the river in the capital. Kejriwal knows, cleansing the Yamuna in Delhi is not an impossible task, though very difficult. In the past, Kejriwal had promised to cleanse the Yamuna at least five times. On Thursday, he gave a new deadline. Kejriwal says, the Yamuna has become filthy over a period of 70 years and it cannot be cleansed in two days. “We have started work on a war footing, and I shall monitor each point of the six-point plan. I have fixed deadlines for each point. By next Delhi assembly elections in 2025, people in the capital will be able to take dip in the clean Yamuna.” What is the present condition of Yamuna in Delhi? If you stand near its banks, you will be overpowered by a strong foul smell emanating from the river. You can get skin diseases if you touch its blackish water. You may not need any scientific study to find out why the Yamuna in Delhi is filthy. 18 big and 24 small drains spew sewage into this river daily. The Yamuna that flows from Haryana into Delhi is clean till the Wazirabad barrage, where most of the water is collected to provide drinking water supply. The biggest Najafgarh drain that carries industrial effluent and sewage joins the river, and converts Yamuna into a drain. 17 other big drains, including Shahdara drain and Barapullah nullah, also fall into this river.
Most of the 34 sewage treatment plants in Delhi work at only 60 per cent capacity. In other words, only 500 million gallons per day of sewage out of a total of 720 MGD sewage is treated, and the rest fall into the Yamuna, untreated. Sewers from the huge number of slums fall into Yamuna directly, untreated. Earlier, when the Yamuna was comparatively clean, 52 different species of fish were found in the river. Now only one specie of fish is found and that too, is dwindling fast. This is because the oxygen level in the river has dropped to zero. Normally, the potable water of a river has 7.4 pH (potential of hydrogen), but Yamuna water in Delhi has 11.4 pH. In layman’s language, the water can cause damage to your skin, if touched. Normally, potable RO water in homes is supposed to be lower than 100 TDS(total dissolved solids), but you will be surprised to know that the Yamuna water in Delhi has 1100 TDS. The main culprits are the drains that fall into the Yamuna. The most worrisome fact is that there are people who grow vegetables on the Yamuna river bed, and sell them in markets. Most of these vegetables contain toxic substances due to the filthy Yamuna water. Yamuna water in Delhi can not only cause severe skin ailments, but can also damage your liver, kidneys and other organs. It can cause cancer and genetic disorders. Experts say, rivers normally have self-cleansing capacity, but this can happen only if there is proper flow in the river. The filthy Yamuna in Delhi, becomes comparatively clean near Auraiya in UP, when it goes downstream due to proper flow. In Delhi, it is the opposite. Most of the water is collected for water supply, and the river is left dry for most of the months, except monsoon. On the other hand, huge drains disgorge millions of gallons of sewage into Yamuna daily. On one hand, drinking water supply is essential for Delhiites, but what is the alternative? First, stop the flow of sewage drains into Yamuna, install more sewage treatment plants, and also rejuvenate all old sources of ground water in and around Delhi. Instead of politicizing the issue, let good policies (neeti) and sincere intent (neeyat) prevail. A clean Yamuna can invigorate the life of every resident in Delhi. I, therefore, pray that Arvind Kejriwal should succeed in his aim to cleanse the Yamuna by 2025.Aaj Ki Baat: Monday to Friday, 9 PM
India's Number One and the most followed Super Prime Time News Show 'Aaj Ki Baat – Rajat Sharma Ke Saath' was launched just before the 2014 General Elections. Since its inception, the show is redefining India's super-prime time and is numerically far ahead of its contemporaries.
New brands like Levis innerwear and established ones like Jockey and Macroman which are popular among Indian masses increasingly been using Tencel (Lenzing Micro Modal) in their products to offer better choices to their consumer. Interestingly, there are new Indian brands like XYXX Crew, which produce majority of their collection using Tencel (Lenzing Micro Modal).
From commoditising innerwear to later sexualising it after the 90’s, brands are now focusing on ecologing it. The innerwear industry has thus come a long way since then and is adapting to changing mindsets and changing preferences. As more and more brands try and grab a piece of the thriving innerwear market, competition is increasing. Both global and local brands are fighting for market share and volumes. While the competition for who rules the segment continues, consumers see innerwear as a fashion statement albeit with no guilty conscience. As the segment grows, most innerwear brands will face this challenge – how to differentiate their brand from that of the hundred others available. And while brands come up with new ranges of design, portfolios, new fits and styles – the greenest option is the way ahead to set a brand apart.
The Indian innerwear market is primarily dominated by women’s innerwear which accounts for 64 percent of the total innerwear market and it accounts for 16 percent of the total women apparel market. Various product categories in women’s innerwear are brassieres, camisoles, panties, tees, nighties, shorts, etc. Brassieres and panties contribute 85 percent of the total women’s innerwear segment.
Fast-fashion is all about speed in terms of design, quality and delivery. However, it can be quite challenging for the brands and manufacturers to capture and translate emerging trends in a product like a shirt. Also, there are hardly any shirt collection showcases on Indian runways. “In India, fast-fashion is not about runaways but is about giving something new to the consumer at the right moment and at the right price when the trend is ripe in the market,” the Turtle Chief elucidates. In the last few years, the Indian shirt market has transitioned from limited colours and designs to distinct fabrics, fits and styles. Brands are doing everything to remain relevant to the ever evolving tastes and consumer preferences that have drifted towards semi-formal and casual yet classic looks. We have noticed an increasing fashion awareness among men who give importance to personalization of shirts along with its fabric, says the Jack & Jones representative.
Indian Fashion Retail which is currently estimated at Rs 3,61,000 crore is expected to grow at a CAGR of 8.1 percent over next decade to reach Rs 7,88,500 crore by 2028. Among all the fashion categories, innerwear has emerged as one of the fastest growing categories in last few decades. A commodity which was earlier depicted as a day to day essential has transformed itself into fashion wear with more emphasis on styling and comfort. In the last few years, the growing middle class income with increasing purchasing power, change of innerwear from need based to aspiration based clothing; increasing fashion consciousness among millennials, etc., has resulted in increased demand of innerwear in domestic market.
“Rareism is an ideology signifying individuality. Our motto – Believe, Inspire, Conquer – is an ode to the journey of each woman. The brand is synonymous with what is rare and edgy in every woman. Her passion, power and personality are reflecting through Rareism designs that are versatile, comfortable, stylish, and within one’s reach. If you have a Rareism garment, you’ll always be appropriately dressed wherever you go,” says, Akshika Poddar, Founder, Rareism.
Keeping in line with this, WLS will offer authentic and real apparel which is built on 100 percent natural fiber. All garments starting from Spring Summer ’19 will be made of cotton, linen, silk or wool fibers. This will be a phased approach, as we go from making clothes with natural fiber to developing all trims such as the threads, buttons and labels using natural elements. This approach marks the brand’s stance in favour of timeless, high-quality and multi-seasonal apparel that is now gaining importance among consumers, in a world dominated by disposable garments, fast fashion and relentless consumerism.
Fast-fashion is a growing category in the Indian retail and the ability of fast-fashion brands to bring in latest trends to stores has made them popular among consumers. However, trend, product quality and consolidated marketing efforts are crucial for the actual success of any fast-fashion product, the Jack & Jones spokesperson emphasizes. Shares Shitanshu Jhunjhunwalla [Turtle], “For fast-fashion inspired shirt line, our promotions are crisp and precise, while the sales activities are aligned accordingly. All this is executed without disrupting the conventional seasonal range. Monetary planning is done likewise.” Mindful of the associated risks, he, however, also maintains that proper planning and almost to the point forecast and approach in terms of procurement and supply ensures avoidance of any major mishaps. Nevertheless, it is all worth the effort as it helps the brand enhance customer loyalty.
Keeping up with ongoing trends, the recent evolution of men’s shirts reflects not only advances in production techniques but also brings forth the growing needs and demands of the fast-fashion market, the official adds. However, Being Human’s Design Head also draws attention to the hurdle in gauging and translating the emerging trends swiftly. It can be quite challenging simply because there are not many shirt trends which surface over a short period of time. The other issue is that in the overall menswear fashion trends since the past few years are all driven by either athleisure or streetwear both of which are heavy on knitwear like t-shirts, hoodies or new hybrids. As a result, shirts find a very limited share in this trend direction, he explicates.
However, the above statements hold true only for a niche set of consumers. These emerging trends are yet to catch on en masse, even among the urban populace, for the majority still treats such innerwear with disdain. Changing this perception is one among the many challenges faced by the men’s innerwear industry in India.
Rohan Batra, Managing Director of CBL commented, “We are delighted to add Vans to our portfolio. Vans is an iconic global brand and a perfect fit for our vision at Cravatex Brands to create India’s premier platform for fashion, sportswear and wellness. Our focus will be to grow the distribution of the brand through an expansion of the retail network with a target of 50 stores in the next 5 years and partnering with wholesale retailers both online and offline. We will be investing significantly into brand building by focusing on the Vans brand pillars and focusing on creating real authentic consumer conversations that embody the ‘Off The Wall’ spirit.’’
Private labels have made tremendous inroads over past decade. Better margins and economies of scale are driving India’s big retailers to stock shelves with their own labels. The rich customer insights translates to a significant advantage for retailer’s private labels to create products that incorporate the minute but important details – what prices Indian shoppers are looking for, what value they seek in that price range and what trends they desire.
E-commerce Vs. Physical Stores: Distribution channels play a very important role in the success of a product. It is becoming very important, in today’s digital age, for products to be available where consumers are looking for them. Which is why, innerwear brands are making their presence available on online retail stores like Myntra, Amazon, Jabong, etc. Some brands have their standalone websites as well, in addition to being available on online retail stores.