In a world where the echoes of environmental concerns are growing louder, a refreshing wave of change has emerged, powered by India’s influential celebrities and their retail brands. Notable names like Kriti Sanon’s Hyphen, Alia Bhatt’s Ed-a-Mamma, Anushka Sharma and Virat Kohli’s investment in Blue Tribe, and Deepika Padukone’s 82.E are transcending their fame, channeling their influence into a resolute commitment to combat plastic pollution, and steering the course towards a sustainable future.
The menace of plastic pollution has prompted a remarkable trend – the rise of plastic-neutral brands. At the forefront of this movement are the aforementioned celebrities, who recognize the urgent need to curtail plastic waste and are leveraging their brands as vehicles for positive change. Their endeavors extend far beyond business; they represent a conscious effort to restore our planet’s ecological balance while inspiring millions to follow suit.
The Urgent Need for Plastic Neutrality
The statistics on plastic pollution paint a grim picture of the environmental challenges we face. Annually, the world requires over USD 30 billion to address the consequences of plastic pollution. Alarmingly, a staggering 381 million tonnes of plastic are produced every year, and a shocking 91 per cent of plastic waste is either dumped into the environment or improperly managed. In low-income countries, where waste management infrastructure is lacking, a whopping 90 per cent of plastic waste is openly dumped or burned. However, the silver lining is that 80 per cent of plastic leakage into the environment could be mitigated by investing in existing solutions.
It is against this backdrop that celebrities and their brands are making a profound impact by championing plastic neutrality.
Kriti Sanon’s Hyphen: More Than Skincare
Kriti Sanon’s Hyphen is not just a skincare brand; it is a symbol of a sustainable revolution. Rooted in ethical practices and environmental responsibility, Hyphen’s range stands as a testament to a cleaner and greener world. With a commitment to 100 per cent vegan-made products and a zero plastic footprint, Hyphen sets the bar high for other beauty brands, proving that sustainability and luxury can harmoniously coexist.
In a world where the beauty industry is notorious for its excessive use of plastic packaging, Hyphen stands out as a beacon of hope. By removing plastic from its products and packaging, the brand reduces its environmental impact while also challenging the status quo in the industry. Kriti Sanon’s brand exemplifies that beauty does not have to come at the cost of the planet.
Alia Bhatt’s Ed-a-Mamma: Crafting Conscious Childhoods
In 2020, Alia Bhatt’s visionary step led to the inception of Ed-a-Mamma, a brand rewriting the script on children’s clothing. Alarmed by the dearth of sustainable options for kids, Ed-a-Mamma emerged with a mission to provide affordable, chemical-free, and eco-friendly clothing. Their materials, ranging from organic cotton to innovative eco-friendly fabrics, resonate with a commitment to safeguarding our children’s future. Emphasis on ethical manufacturing practices further solidifies the brand’s dedication to sustainability.
Ed-a-Mamma’s approach is vital because it targets the next generation. By offering eco-conscious choices for children’s clothing, the brand instills environmental awareness from a young age. The clothing industry is notorious for its environmental impact, and Ed-a-Mamma proves that even in sectors where sustainability is a challenge, innovative solutions are possible.
Anushka Sharma and Virat Kohli’s Blue Tribe: A Future-Focused Investment
The investment by power couple Anushka Sharma and Virat Kohli in Blue Tribe is a testament to their forward-looking commitment. As a plant-based meat products firm, Blue Tribe not only reshapes dietary preferences but also exemplifies sustainable practices. Through all-natural ingredients, carbon-neutral production, and plastic emissions offsetting, Blue Tribe proves that incremental changes in consumption can lead to significant ecological shifts.
Blue Tribe addresses a critical aspect of sustainability – our dietary choices. In fact since one major contributor to greenhouse gas emissions and environmental degradation is meat industry, therefore, by encouaring plant-based alternatives, Anushka Sharma and Virat Kohli are not only advocating for a healthier lifestyle but also contributing to the reduction of the carbon footprint associated with traditional meat production.
Deepika Padukone’s 82.E: Pioneering Carbon-Neutral Skincare
Deepika Padukone’s 82.E resonates with its promise of sustainably sourced, meticulously crafted, and clinically tested skincare products. By embracing carbon-neutral practices, the brand illuminates a pathway towards a greener future. 82.E demonstrates that even industries traditionally rife with waste can transform into beacons of sustainability.
The skincare industry often relies on plastic packaging and generates a substantial amount of waste. Deepika Padukone’s brand disrupts this norm by focusing on sustainable sourcing, production, and packaging. It goes beyond the surface to address the entire lifecycle of skincare products, ensuring that every aspect aligns with the principles of environmental responsibility.
The rise of plastic-neutral brands led by influential celebrities is a testament to the power of responsible consumerism
Bhagyashree Bhansali, Founder The Disposal Company