Setting a trend, she has become an ambassador for eco-friendly textiles. Meet Marci Zaroff, who after completing her specialisation in business management from University of California, Berkeley, coined the term ‘ECOfashion’ by promoting various lifestyle brands.

The American, who is the founder-CEO of MetaWear, a leading sustainable fashion manufacturer, has now decided to use blockchain technology in Andhra Pradesh from sowing seeds to the final product to prove genuineness on organic cotton-growing. She also has plans to replicate it in China, Turkey, Pakistan and Africa in future through partner-NGOs. She is involved in promoting cultivation of organic cotton in various parts among marginalised sections mainly women and tribal people through Chetna, an NGO in Telangana, Odisha, Maharashtra and Madhya Pradesh and Grameena Vikas Kendra in Andhra Pradesh.

During the past one and half decades, through Chetna, 2,500 tonnes of processed cotton was procured and supplied to 30 popular brands in the United States. The value of cotton was put at $5 million. The value of final product was in the range of $30 million to $40 million.

In Andhra Pradesh, she is supporting the launch of a pilot project involving 250 tribal farmers in Gummalakshmipuram in Vizianagaram district.

Expansion plan

Ms. Zaroff has plans to expand it to over 15,000 farmers in five years. During her recent visit, she told The Hindu that they wanted to sequestration of 80,000 to 160,000 tonne of carbon by 2022.

She said implementation of eco-friendly best practices would not only benefit the farmers in getting higher yield but also reduce cost of operation and ensure climate resilient cotton farming.

Ms. Zaroff said the total organic cotton produced in India was 59,470 tonne during 2016-17 growing season. India is on top in the world in organic cotton production followed by China, Kyrgyzstan, Turkey, and Tajikistan.

“We have been successfully selling T shirts, neckwear, legging, bedding, summer clothes and undergarments through various brands by associating at various stages of supply chain be it retailer, branding and stockists,” she said.