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Sadhu—On the Pathway of Luxury Sustainable Circular Value Model

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Sustainable Luxury

Abstract

The concepts of ‘luxury’ and ‘sustainability’ are antithetical to each other. However, a paradigm shift is presently witnessed in luxury domain. Lately, sustainability is swiftly becoming a critical issue for both luxury brands as well as society as a whole. This case study focuses on the company—‘Natweave Textile Studio.’ It is a textile company founded by Indian textile designer Subhabrata Sadhu in 2009, with a yearning to conserve the rich heritage of rarest and finest cashmere by using the traditional skills of native Kashmiri artisans. The company specializes in producing high-end and exclusive Pashmina scarves and shawls with focus on entirely pure, handmade, and natural production process. Sadhu sources finest Pashmina fibers from Pashmina goats reared in its natural habitat in Changthang plateau in the Kashmir region. He strongly believes in protecting and preserving the rare art form and providing a platform to the Kashmiri craftsmen—custodians of this ancient skill, to showcase their culture to the world. He collaborates with Kashmiri weavers to create contemporary products and remodel ethnic weaves into timeless luxury items and works hard to combine traditional techniques with modern designs to build sustainable luxury products. This study aims to develop a luxury sustainable circular value (LSCV) model that integrates the values of four stakeholders—entrepreneur, organization, customers, and society. LSCV model is used as a tool to examine how ‘Natweave Textile Studio’ contributes toward creating sustainable circular value and thus adds to the sustainable development of the company and society.

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Notes

  1. 1.

    http://Pashminashawls.co.in/Pashmina-ladakh (accessed September 30, 2017).

  2. 2.

    Dehairing means separating of pashmina fibers (undercoat) from course outer coat.

  3. 3.

    Glueing means application of glueing material to Pashmina to provide extra strength and softness to the fiber. Pounded powdered rice is used as glueing material.

  4. 4.

    Reetha is special soap made from herbal ingredients.

  5. 5.

    This analysis is limited to the questions mentioned in Fig. 6. It is also susceptible to some biasness from the authors while evaluating each stakeholder.

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Authors and Affiliations

  1. Luxe Analytics, IILM, Lodhi Road, New Delhi, India

    Sheetal Jain

  2. Marketing, Institute of Management Technology, Ghaziabad, UP, India

    Sita Mishra

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  1. Center for Studies on Sustainable Luxury, Buenos Aires, Argentina

    Miguel Angel Gardetti

  2. SGS Hong Kong Limited, Hong Kong, Hong Kong

    Subramanian Senthilkannan Muthu

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Jain, S., Mishra, S. (2019). Sadhu—On the Pathway of Luxury Sustainable Circular Value Model. In: Gardetti, M., Muthu, S. (eds) Sustainable Luxury. Environmental Footprints and Eco-design of Products and Processes. Springer, Singapore. https://doi.org/10.1007/978-981-13-0623-5_4

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