Homebound but feeling free: The magic of Linen.

Homebound but feeling free: The magic of Linen.

APR 06 2020

“The earth is a fine place and worth fighting for. – Ernest Hemingway”

At our parent company, Jaya Shree textiles , sustainability has always been at the core of how we operate, even before it became a buzzword.,. It is part of our DNA and it extends across our processes, product offerings and our people culture.

Established in 1949, Jaya Shree Textiles is India’s first integrated Linen factory, with state-of-the-art spinning, weaving and processing systems. For 70 years, sustainability has meant a lot more to us than just standards and certifications.


It has been a part of our reason to be. Our way of thanking the earth where we draw our bounty from. All our flax for linen manufacturing is sourced from France and Belgium. Jayashree Textiles is the first Indian company to be certified by CELC- a mark of genuine sourcing of raw material.

Through our sustainability journey, our vision is to go beyond sustainable operations and create sustainable products and value chains. To continuously improve business practices and strike a balance between economic growth and creating positive social and environmental impact for the benefit of all our stakeholders.

Some of the steps we have taken in our sustainability journey are as follows:


Becoming Energy Efficient:

Guided by the Aditya Birla Group Sustainability Framework, Jaya Shree textiles and its Linen Club brand have made it their mission to minimise the environmental footprint of the textile industry.

To that end,rooftop solar plants have been installed to harness energy and reduced our grid dependency by 5-10%.


Becoming Water Neutral:

Water recycling initiatives have been put in place to offset the deepening worldwide water crisis. We have been deeply committed to reducing fresh water consumption. And our cutting-edge water recycling plants along with other micro installations collectively contribute to achieving our water recycling targets. This has also helped us eliminate the release of effluents in the environment.

In addition to that, sustainable sourcing has also been a priority. The flax used for linen manufacturing is cultivated sustainably, minimizing water usage. Water-retted flax has been replaced by a natural dew-retted flax, thus ensuring that our linen is created by nature; going a long way in reducing water consumption.


Creating Wealth-Out-Of-Waste:

The Wealth-Out-Of-Waste (WOW) programme is an innovation driven by the idea of a circular economy based on recycling, reuse and industrial symbiosis. It upcycles flax production waste to create blended yarn and linen rich fabric, as well as ready to wear apparel. These products lead to reduced demand for material, energy and ultimately a give us greener products.


The WOW programme generating value out of excess flax also creates recycled bags that are given out to customers when they purchase Linen Club products at stores.

All of this has been possible because of proactive innovation, systematic well entrenched processes and focus on sustainability as an intrinsic business principle.