Consumers can now see the forests from where Birlas wood is sourced

Consumers can now see the forests from where Birla's wood is sourced

Birla Cellulose, the pulp and fibre business of Indian textile conglomerate Aditya Birla Group, has partnered with dissolving pulp giant Sappi to provide visibility of its sourcing practices through the GreenTrack traceability platform.

The platform was introduced in early 2019 to trace and track the material flow in the fashion value chain, and is currently being used by over 20 leading global brands and retailers and their respective supply chain partners.

Birla says it has now advanced the capability of the blockchain-enabled platform to enable consumers to see the forests from where its wood is sourced and thus provide a complete end-to-end visibility of forest to fashion.

"Expanding the capability of the GreenTrack platform and our collaboration with Sappi to provide the visibility of sustainably managed forests from where the wood was sourced, would help the sustainability focused consumers, brands and retailers to make a more informed buying decision," says Mukul Agrawal, chief sustainability officer of Birla Cellulose.

He adds that the initiative "simplifies the verification of sustainability of the complete supply chain, from forest to retail, validation of which otherwise would be a cumbersome process involving compilation of many certifications and manual tracking of the material in a long complex value chain."

Birla Cellulose leads sustainable wood sourcing practices in the man-made cellulosic fibre (MMCF) industry and ranked number one in Canopy's Hot Button Report 2020.

"Traceable and transparent supply chains are integral stepping stones to providing brand owners and consumers with the confidence that their products originate from sustainable and renewable sources of wood, free from deforestation, where biodiversity is promoted and customary, traditional or civil rights of people are upheld," adds Krelyne Andrew, general manager - sustainability for Sappi Verve.

The platform tracks orders as well as shipments (actual material flow) at the same time, thereby eliminating the likelihood of inconsistent practices. The platform limits information access to relevant parties, with full details of the supply chain only visible to end buyers or brands.

In addition to live tracking of material, it offers features such as auto-generation of transaction certificates and business analytics.