BMO5501 Case Study: Bhumi's Sustainable Cotton & Ethical Fashion

This case study examines Bhumi, an Australian fashion company, and its commitment to ethical and sustainable practices in cotton farming and production. It highlights the issues of environmental pollution and waste associated with the fashion industry, emphasizing the growing consumer awareness and demand for ethical and sustainable brands. Bhumi's approach, which includes using organic cotton, ensuring fair trade, and promoting transparency from seed to shelf, is discussed in detail. The company's efforts to minimize environmental impact through sustainable design, eco-friendly packaging, and real-time tracking of carbon emissions and water conservation are also explored. The case study further addresses the challenges Bhumi faces, such as expanding into the international market and the high costs associated with overseas shipping, while underscoring the company's dedication to transforming the cotton and textile industry in Australia towards greater sustainability.

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Sustainable Cotton - Ethical Fashion
Bhumi an Australia Company Embraces Ethical Sustainable
Practices in Cotton Farming and Fashion
n the current planet, it is
not a hidden issue that
fashion is one of the
components that contribute
to polluting the
environment. The rate at
which consumers are
buying fashion
consumables as a result of
the lifestyle mindset is
very high. This means that
there is a huge amount of
waste created in the
spectrum of consumption
(Wallace, 2019). The life-
cycle of development of
I fashion clothes from the
industry which is coupled
by heaps of un-worn attires
heaping up creates an
undesirable influence of
the fashion business when
the surroundings is put
under consideration. It is
established that an
Australian woman wears
approximately 33% of her
wardrobe clothes-thus an
alarming if the entire
population is accumulated
(Kilroy, 2018). As a result
of these, the Australians
are now conscious and
have changed the way of
doing fashion shopping.
Most people are now
mindful of ethical and
sustainable brands. The
transparency created
through social sites people
are becoming aware of
sustainable practices and
everyone wants to
associates with sustainable
products. The fashion
industry is well aware of
this shift in the mindset of
the people. It implies that

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they are going to lose on
the customers if they do
not follow suit. In this
respect, many fashion
establishments in Australia
are now adopting ethical
sustainable fashion (Perez,
2019).
Ethical fashion describes
the fashion product that is
of quality, has a positive
impact on society as well
as creating a sustainable
impact on the environment
(Gardetti and Torres,
2017). The term is broad
and cuts across all the
processes involved in the
creation of the fashion
product all the way to the
usage of the product
(Boström and Micheletti,
2016). Sustainable fashion
on the other hand in
describes a fashion product
that has a low influence on
the environment in
consideration of the
sourcing, the methods used
in production, packaging,
and delivery to the end-
user (Sutter, Galleli,
MacLennan, Polo, and
Correa, 2015). In
Australia, there are
numerous brands that are
ethically sustainable
though might not be 100%
(Back, 2019).
Organic Cotton Products
Bhumi is an Australian
fashion store which is
dedicated to producing
fashion products in
consideration of ethical
sustainability. The
organization endeavors to
create an impact on the
environment and people
through motivating
customers to settle on
positive choices. The
organization is incognizant
with the idea that the
present era requires
selection of good choices.
The organization is leading
the way in textile business
by adopting fair trade and
employing organic cotton
for the production of all its
products and thus creating
a positive impact to the
clients and the earth
(Perez, 2019).
Ethical Fashion
Bhumi is aware that the
circumstances that
surround the growing of
cotton from the farm-use
of dangerous pesticides,
toxic dyes, poor unhealthy
conditions, and child labor
are alarming. This leads to
long term catastrophic
consequences both to the
planet and the laborers
working in these farms. As
a result of this Bhumi is
determined to change the
trend. The fashion business
believes that bad farming
practices and poor textile
processing procedures and
no longer acceptable.
Everybody involved in the
chain system must have
fair treatment with no use
of child labor (Bhumi,
2019).
Organic Cotton Farming
The company with the
slogan, “Mother Earth”
which is the meaning of
Bhumi is determined to
alter the game. They are
set to redefine luxury, re-
shape conventional
practices in the textile
industry and deliver
organic, unadulterated,
deluxe and chemical fee
fashion products that
supplement the sanctified
residences made. These
products are created with
the adoration for the world
and the populaces (Bhumi,
2019).

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The company redefines
transparency and it begins
from seed to self and
employs accepted
environmental standards as
well as the respecting
social justice. Through
this, the company is
confidently assuring that
they produce high-quality
products with no
compromise on the planet
as well as the people
(Wallace, 2019).
Ethical Fashion: Sustainable Luxury
In the footsteps of old
textile traditions, the
company continues to
appreciate historical cotton
farming practices while at
the same time
acknowledging textiles
craftsmanship, they
endeavor to ensure that
there is high environmental
sustainability in cotton
farming. The aim is to
guard the environment, the
well-being, and the health
of all people involved
(Sprin, 2019).
Sustainable living
The company carries on
with sustainable design in
the creation of its products,
working on small, and fine
details- starting from the
dye used, thread’s quality,
length of cotton-all with
the aim of establishing a
legacy of quality finished
fashion products. For
instance, the bed sheets
created by Bhumi are up to
the standards and got a
gold award in textile
sustainability (Nini, 2019).
As per the Vinita who is
the co-founder of the
company, the process in
organic farming of cotton
has less impact on the
environment as compared
to conventional farming.
The processes involved do
not use a lot of water, no
use of toxic chemicals, or
pesticides that pollute the
environment. It does not
also dispose of risks both
to human-being and
wildlife. In addition,
because there no depletion
of nutrients from the soil,
work as required, health,
and therefore it is able to
acquire and keep carbon-
thus assisting in the
management of climate
change (Bhumi, 2019).
The company is
concentrating on
sustainability and fashion
and is against conventional
farming and that is the
reason they initiated the
Bhumi Organic Cotton.
The driving force behind
this is the integration of
social, environmental, and
health in the sustainable
production of textile. This
is backed by solid

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experience in management
(Nini, 2019).
In marketing, the shift to
online marketing and sales
follows sustainability
principles. The operations
can be streamlined very
well in online business and
thus reducing carbon foot-
print to a great degree.
Bhumi is conscious of
other organizations and
works with firms whose
center of business in
ingrained in ethical
sustainable principles. This
is the reason why the
company partnered with
Fulfilio who is also very
concerned in reducing
carbon footprint in an
endeavor of saving the
planet. The packing
process of the organization
is also eco-friendly and
there is no use of plastic.
The materials used in
packaging are recycled
boxes as well as the tape
used is not made of plastic
but an eco-friendly
alternative (Sholl, 2019).
In addition, the company
has put in place a tracking
system that is able to
measure in real time
metrics that relate to
carbon dioxide emission
and water that is conserved
on every sale. Also, there
is tracking from seed to
shelf. This is a system that
facilitates transparency so
that clients are able to
process their cotton in the
supply chain system
(Press, 2019).
Transparency: Real time
tracking system
Irrespective of the
successes, the co-founder
clearly understands the
difficulties that accompany
it. Expanding into the
international market is a
challenge particularly for
an e-commerce business in
Australia, specifically the
warehousing as well as a
success viewpoint. In
comparing the shipping
from Australia to Europe
or the US, the costs are
very high as compared to
doing business locally.
This makes it undesirable
and very competitive to
compete in such markets.
A well thought out strategy
is necessary for an e-
commerce business to
succeed in the international
market (Niinimäki, 2015).
In the interview with
Vinita, it is clear that the
organization is fully in the
strategy of ethical
sustainability. They are
determined to set the pace
and fully transform the
cotton and textile industry
in Australia. This is with
the aim of ensuring that
there is sustainability from
the farm all the way to the
end product at the
consumer. The practices of
conventional farming are
now getting replaced with
organic cotton farming.
Online- selling has
facilitated sustainability to
a great extent. The co-
founder accepts the fact
that challenges are there
and expanding into the
international market
requires well-thought-out
strategies. The reason is
that is more expensive to
ship products as opposed
to selling locally. Overall it
is impressive to see the
steps Bhumi has taken in
promoting ethical
sustainable fashion. It is
convincing that enterprises
such as this are the future
for ethically sustainable
businesses.

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References
Back, G. (2019). Australian Brands Committed To Ethical And Sustainable Practices. Available
from: https://www.instylemag.com.au/ethical-fashion-brands
Bhumi, (2019). Ethically Made Sustainable Bedding, Bath and Basics. Available from:
https://bhumi.com.au/
Boström, M. and Micheletti, M., 2016. Introducing the sustainability challenge of textiles and
clothing. Journal of Consumer Policy, 39(4), pp.367-375.
Gardetti, M.A. and Torres, A.L., 2017. Sustainability in fashion and textiles: values, design,
production and consumption. Routledge.
Kilroy, K. (2018). Shop These 8 Sustainable Australian Brands to Help Reclaim Our Future.
Available from: https://www.whowhatwear.com/most-sustainable-fashion-brands
Niinimäki, K., 2015. Ethical foundations in sustainable fashion. Textiles and Clothing
Sustainability, 1(1), p.3.
Nini, J. (2019). Eco Product Review: Bhumi Ethically Made 100% Organic Cotton Bed Sheets.
Available from: https://ecowarriorprincess.net/2019/04/product-review-bhumi-ethically-made-
organic-cotton-bed-sheets/
Perez, D. (2019). 7 Ethical Brands for Sustainable Joggers and Sweat Pants. Available from:
https://ecowarriorprincess.net/2019/05/7-brands-ethical-sustainable-joggers-sweat-pants/
Press, C. (2019). 6 years after Rana Plaza, what's changed?. Available from:
https://www.vogue.com.au/fashion/news/6-years-after-rana-plaza-whats-changed/image-
gallery/693c10729588898d12ff7eb9ece4d20c
Sholl, N. (2019). Bhumi’s Bid for Global Expansion. Available from:
https://www.powerretail.com.au/pureplay/bhumis-bid-for-global-expansion/
Sprin, A. (2019). Beyond the runway: six Australian fashion labels doing things differently.
Available from: https://www.theguardian.com/fashion/2019/may/17/beyond-the-runway-six-
australian-fashion-labels-doing-things-differently
Sutter, M.B., Galleli, B., MacLennan, M.L.F., Polo, E.F. and Correa, H.L., 2015. Brazil's fashion
and clothing industry: sustainability, competitiveness and differentiation. Latin American
Journal of Management for Sustainable Development, 2(3-4), pp.280-295.
Wallace, F. (2019). 10 Australian Ethical Clothing Brands To Shop And Save The Planet.
Available from: https://www.marieclaire.com.au/ethical-fashion-brands

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Appendixes
Interview with Vinita Baravkar
Interviewee: Student
Position: Co-Founder
Company: Bhumi
Industry: Fashion
How are you embracing sustainable Luxury?
We are redefining luxury and reshaping cotton textile industry practices to provide pure,
luxuriously soft and chemical free products that complement the sacred spaces you create.
What is the Transparency from Seed to Shelf?
With the highest environmental standards and respect for social justice, we are able to
confidently assure you from seed to shelf we provide you with the highest quality products
without compromising the earth and her people.
How do you deal with Traditional Textile Craftsmanship.?
Continuing on an age old tradition and distinguished history of artisanal cotton textile
craftsmanship, we also ensure that the highest environmental sustainable farming practices are in
place protecting the environment and the quality of health and wellbeing for all farmers and
workers.
What is Sustainable Design?
With the world’s finest organic cotton we diligently work on the finer details—from the type of
dye used, the quality of threads, and the length of the long staple cotton— to provide a legacy of
high end products.
What is Certified Organic?
We mean that these are products with no genetically modified seeds are used, no toxic dyes are
used, no hazardous synthetic pesticides are used protecting farmers’ lives and the environment.
Throighj the use of these there crop rotation conserves soil, water is retained more effectively
due to healthier organic material in the soil and climate change is combatted through organic
cotton farming that uses less energy and healthy organic soils store more carbon.
What is Fairtrade?
We ensure:

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A respect for the social, economic and labor rights of farmers and workers along the entire
supply chain.
Encourages sustainable farming practices, protects the environment and improves the quality of
health and wellbeing for farmers and workers.
Enables co-operatives to fund community projects with the fairtrade premium—the building of
schools, health clinics, the building of wells for access to clean water, health clinics and
education and training in business and agriculture.
Ensures a respect for the social and economic rights of the entire supply chain, including the
farmers that are behind each project.
All employees receive a living wage, social security, pension funds, house rent, paid holiday
leave, sick pay, medical insurance, subsidies, lunches and overtime
All employees’ children receive free schooling. All employees receive free transport services
to the factory where they are stationed.
Are all your products Non Toxic?
All fabric is dyed using Global Organic Textiles Standard (GOTS) approved dyes which are free
of hazardous elements such as nickel, lead, formaldehyde, amines, pesticides and heavy metals
protecting farmers and their families as well as consumers.
How do you deal with Sustainability and environmental issues?
Sustainability and environmental issues are at the heart of the Bhumi model. “The negative effects of
conventional cotton farming and what goes on in the textile industry is not something we should accept.
This is why we started Bhumi Organic Cotton. As founders, we bring a deep understanding of health,
social and environmental issues around sustainable textile production, along with strong business
management experience,”
Why did you begun?
We began as a bicks-and-mortar store, but shifted to online only, closing its physical storefront last year.
This decision came about primarily as a result of changing consumer behavior. When we started, 90
percent of our sales were in-store purchases (and 10 percent online). Over the past 18 months, that ratio
reversed to 90 percent online, 10 percent in-store.
What is the impact of on-line business?
The pure play model, as well as investment in automation, has positioned the company for cross-border
growth and expansion of its product range. One of the biggest efficiencies of no longer operating a
physical store has been streamlining our inventory management and faster fulfilment of products,
resulting in speedy delivery, telling us that over 95 percent of its products are shipped same or next day at
no extra cost. The home is seen as the customer’s change room,” Baravkar says of of its generous returns

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policy. This is where decisions about fit, colour and size are made, which is why there is a free shipping
and returns policy.
Is online shift sustainable?
We are able to streamline our operations and thereby significantly reduce our carbon footprint,” she
explains. “We are now partnered with Fulfilio (a subsidiary of Australia Post) who are very conscious and
active in reducing their own carbon footprint. Our entire packaging process is eco-friendly and plastic
free – we only use recycled boxes and even our packaging tape is not plastic. It is an eco-friendly
alternative to reduce the amount of plastic used in ecommerce parcels.”
As part of its focus on the environment, Bhumi has now implemented real time impact metrics (relating to
C02 emissions and water saved) on each purchase. It is also implementing real-time tracking that allows
transparency from ‘seed to shelf’. Customers will know the journey of their cotton from which their
product was made from (from farm, to factory, to sea, to port, to warehouse, to home).
Are you contemplating on international expansion any time soon?
International expansion is one of the biggest challenges for Australian e-commerce businesses,
particularly from a warehousing and fulfilment perspective. For example, the outbound shipping from
Australia to US (or Europe) is extremely expensive relative to inbound shipping, making it less desirable
and competitive for e-commerce businesses to compete in these markets. To succeed overseas, Australian
e-commerce businesses need to have a well thought out strategy to scale their warehousing and fulfilment
in a profitable manner without diluting the customer experience.
So, what’s next for Bhumi?
We are looking forward to an exciting 12 months ahead. We are preparing to roll out a number of new
collections across Bedding (a new Winter range), Basics (a new Bra range), Yoga and Activewear (a new
Spring collection) in six new countries, including the US and UK. Watch this space!