Ethicus is a Farm to Fashion initiative of the husband & wife duo Mani Chinnaswamy & Vijayalakshmi Nachiar. Established in 2009. It was launched with the aim to revive the rich local hand weaving traditions of the area through Product Development & Design Intervention.
At the Ethicus Studio, each product is a handcrafted masterpiece, beautifully designed with intricate textures using a wide range of eco friendly colours.
Ethicus, works towards creating a product of the highest quality using the finest of Ecologic cotton yarns and the best of Artisans to create world class textiles for today.
A team of in-house designers ensure that a minimum of two collections are made every year, one for the spring - summer and the other for autumn-winter. The designs are an amalgamation of contemporary and traditional. The weavers are equally involved in the design process to help ideate various techniques of weaving, bridging the relationship between the designer and the weavers. Every design follows a theme and tells a story!
The entire design process is documented and a great effort is put on to archive the designs and the samples developed.
In line with the philosophy of 'Inclusive growth', all Ethicus products carry tags with the picture of the weaver on it. It also states his name and the number of days it took him /her took to weave the product.
Other tags inform the customers about the ‘Ecologic project’ and recognize the effort of the cotton farmers. A tag also indicates the design story and the names of the designers or student interns who have worked on the project.
Today, Ethicus weavers have gained a social status where they are no longer considered as paid labours but "ARTISANS”.
Through the “Weaver Engagement Agreement”, the weaver is encouraged to raise a bill for his service given to the company. With this bill, he/her is entitled to be provided with all materials required to comfortably weave a finished handwoven product.
Lifting their standards of living and giving them more moral and financial support this step shows them a brighter side of their craftsmanship. Today they are more eager to continue with their craft rather than deviating into other professions. With this they are able to live up to a status in their profession and yet be rooted to their skills that have been passed on for generations by their forefathers.
As part of its CSR activity, Ethicus offers free education to children of their weavers and support staff, ensuring quality education and a better life for the future.
Ethicus products are available through exhibitions in India , abroad, online and in many stores across the country.
This is truly a 'Made in India brand' and has its ethos firmly based in creating the best of Indian textiles and reviving the pride in the traditional textile heritage of India.
Appachi Eco-Logic Cotton (P) Ltd. Is the company behind the brand ‘Ethicus’ based in Pollachi Tamil Nadu INDIA .It was Established in 1946.
The company has pioneered India's first Cotton Contract farming model and grows the finest Eco-logic Cotton in the Country.