Birla Cellulose, the Aditya Birla Group's pulp and fiber division, has retained the top spot in Canopy's Hot Button Report for the third year in a row. Canopy, a non-profit organization, has again given Birla Cellulose a 'dark green shirt' for their efforts in the man-made cellulosic fiber (MMCF) market in its current Hot Button Report.

Birla Cellulose received the 'dark green shirt' for its efforts in the MMCF industry to promote and maintain ancient and endangered forests, as well as for delivering transparency across the value chain and game-changing solutions for a circular business model in the fashion industry.

Birla Cellulose has raised its benchmarks in sustainability performance throughout the years, and the 'dark green shirt' is a tribute to the firm's progress in the right direction, according to a news release from the India-based company.

HK Agrawal, business director designate, Birla Cellulose, said that their number one ranking reflects their long-standing dedication to suppliers and customers for a long-term future. Their efforts and investments are focused on developing creative solutions for environmental concerns and growing next-generation fiber technologies, both of which are critical components of their business plan. Their collaborative relationships aim to have a larger and more positive impact on a more sustainable MMCF value chain in the garment sector.

Birla Cellulose recently declared an ambitious goal of increasing circular fiber production to 100,000 tonnes per year by 2024. Its award-winning innovation Liva Reviva, which uses cotton waste as a feedstock, has already received positive feedback from prominent brands.

For the purpose of scaling its circular business model, Birla Cellulose is actively partnering with brand and supply chain partners, innovators, and orchestrators such as Canopy, Fashion For Good, and Circular Fashion Partnership. GreenTrack, the company's blockchain-based and molecular tracer-backed platform, delivers end-to-end value chain traceability from forest to fashion at no cost to brand partners who source sustainability enhanced products like Livaeco by Birla Cellulose and Liva Reviva.

Nicole Rycroft, founder and executive director of Canopy, said that Birla Cellulose's actions to advance the conservation of key Ancient and Endangered Forests, as well as their commitment to scaling up production of Next-Generation Solutions to a volume that breaks the barrier between niche and commercial scale. The MMCF production sector needs a recast, and we are excited to collaborate with the Birla team to achieve that.

Birla Cellulose maintains 12 plants that use environmentally effective closed-loop technology to recycle materials and protect natural resources as a leading sustainability-focused MMCF manufacturer.

Canopy's Hot Button Ranking is the go-to resource for fashion designers and retailers looking to ensure that they're shopping from MMCF producers who use sustainable forestry practices, reducing the risk of biodiversity loss and deforestation in their supply chain.