SHREE Brings Sustainability From Production to Stores
On World Environment Day 2026, SHREE has launched a three-day in-store sustainability initiative under its #NowForClimate campaign, distributing saplings to customers across its retail outlets. The activation aims to encourage environmental awareness while connecting consumers directly with the brand’s sustainability journey.
The initiative goes beyond symbolic engagement, reflecting SHREE’s ongoing transformation in its manufacturing processes, particularly in reducing water consumption through digital innovation in textile printing.
Shift Toward Water-Efficient Digital Printing
A key part of SHREE’s sustainability strategy is its adoption of digital fabric printing technology, where ink is directly applied onto fabric instead of traditional screen printing methods. This shift significantly reduces water usage, cutting consumption by approximately 90% to 95% compared to conventional techniques.
Traditional textile printing can consume between 50 to 200 litres of water per kilogram of fabric, largely due to multiple washing and preparation stages. In contrast, digital printing reduces this to around 2 to 20 litres per kilogram, eliminating several water-intensive processes.
Scaling Sustainable Fabric Practices
Currently, nearly 90% of SHREE’s fabrics are digitally printed, while around 85% are made using natural fibres. The brand has indicated plans to further expand the use of sustainable materials and production methods in the coming years, aligning with broader industry efforts toward responsible manufacturing.
Connecting Production With Consumer Awareness
According to Sandeep Kapoor, Founder and CMD of SHR Lifestyles, the campaign is designed to bridge the gap between manufacturing responsibility and consumer participation. He highlighted that sustainability is now integrated into both production decisions and customer-facing initiatives.
By linking water-saving manufacturing processes with on-ground environmental action such as sapling distribution, SHREE positions sustainability as a continuous cycle that connects factory floors with everyday consumer experiences.
A Holistic Sustainability Approach
The #NowForClimate initiative reflects a growing trend in the textile and apparel industry, where brands are combining operational efficiency with community-driven environmental programs. SHREE’s approach demonstrates how sustainability is evolving from internal process improvement to visible consumer engagement.
