Birla Cellulose, the pulp and fiber business of the Aditya Birla Group, has for the third year in a row retained top position in Canopy’s Hot Button Report. Birla Cellulose has been awarded with a dark green shirt for its efforts in the manmade cellulosic fiber industry, in supporting and conserving ancient and endangered forests, for bringing transparency across the value chain and game changing solutions for a circular business model in the fashion industry. Its efforts and investments are focused on creating innovative solutions for ecological challenges. Over the years, Birla Cellulose has raised its benchmarks in sustainability performance and targets scaling up the production of circular fibers to a level of 1,00,000 tons per annum by 2024. Its award-winning product Liva Reviva is made by utilising cotton waste as feedstock. As a leading sustainability-focused MMCF producer, Birla Cellulose operates 12 sites that apply environmentally efficient closed loop technologies that recycle materials and conserve natural resources.

Canopy’s Hot Button Ranking is the go-to resource for brands and retailers in the fashion industry when it comes to ensuring that they are sourcing from MMCF producers following sustainable forestry practices in order to eliminate the risks related to biodiversity loss and deforestation in their supply chain.