Innovation

Slayin’k started with an online selling model with most of their products sold directly from their website. With the boom seen in the e-shopping space, and as per the research done by Mr. Ramit Rana, the co-founder of Slayin’k, ‘65-70% of all the clothes are being sold online. Thus, Slayin’k also got itself listed in e-commerce platforms like Flipkart and Amazon, which boosted their sales in multi-folds. The founders of Slayin’k were very much keen on building a unique selling and value proposition for their firm and they found sustainable clothing to be one of their top choices. The company aims to provide good quality clothing at affordable prices.

Slayin’k started their clothes manufacturing in Dehradun, Uttarakhand, one of the quietest cities in the country, while they source organic and sustainable cotton from the cotton farms of Tiruppur in Tamil Nadu. The cotton sourced then goes through a variety of compliance checks before being used by Slayin’k. They also make sure that the ethical working practices are being followed right from the organic cotton producers to their manufacturing unit. Even though these elements raise the cost of production, Slayin'k remains committed to doing so and keeping its promise of providing affordable clothing. Slayin'k also intends to release gear for men and children using the same model soon. They also intend to enter the omnichannel marketing phase soon, with Dehradun being one of the first cities to start in.

COVID-19 has harmed the lives of many people, including Ramit. He and his partner saw an opportunity to provide the public with a unique range of products that are not only trending in style and glamour but also employ sustainable raw material that saves large amounts of water and is insecticide and pesticide-free. These are clear in the view of multiple Sustainability Development Goals, including Industry, Innovation & Infrastructure, Decent Work and Economic Growth, and Good Health and Well-Being.

Inspiration

Mr. Ramit Rana worked for Apple Inc. and wanted to do something new and revolutionary in the technology industry, then during the pandemic, he along with his niece, a fashion designer, started a business based on the concept of "sustainable clothing," which later turned out to be their company's unique selling point. Mr. Ramit is in charge of the business's technology front, while his co-founder is in charge of designing the apparel. As pandemic restricted offline activities they created a website to improve exposure to their page and provide customers with quick logistic support.

"The goal of this innovation is to take on the fast fashion industry, which produces apparel that has a variety of negative effects on the environment." Slayin'k believes in providing customers with biodegradable apparel. They intend to increase their product line by adding men's clothing and accessories, which they will sell at a reasonable price.

Overall impact

When we consider the overall impact of the company, we have to take into consideration the prosperity of the business model & the positive effect that it has on all its stakeholders – Customers, suppliers, employees, etc. And as this report highlights, it has taken great strides in ensuring that an industry that is single-handedly responsible for around 10% of the planet’s carbon emissions is one major step in the right direction.

It was created to impact its environment in a way that forces a change in the life of people such that sustainable and organic fashion is adopted. People that aren't open to sustainable clothing or organic fashion try out these products become and part of the solution by adopting this product line. It strictly follows ethical practices improving the quality of employment. Shift to nature is a marketplace for customers who want to make ethical purchase intentions. It's a platform where these consumers may discover intriguing ethical products instead of acquiring rapid fashion. Moreover, it is motivating the people and putting an option on the table to make sustainability a way of life.

Business benefit

Conversations around sustainable and eco-friendly clothing have become a staple in the industry wherein brands are aiming to become more conscious and mindful. Slayin’k has made a conscious effort in this direction and successfully executed a business model that has created value not just for itself but also for other stakeholders in the business cycle.

There was uncertainty about whether their innovation would reach the breakeven point and if margins would allow the business to survive competitive markets. Several months into the business, Ramit still believes that the growth & outreach will be relatively slower due to high prices and lack of awareness. But since the innovation came at a time when the people were looking at clothing that provided health benefits and was anti-microbial, not only have no purchases been returned but also many of Slayin’k ’s first customers have turned into returning customers.

Sustainable clothing has created a chain of benefits for various stakeholders other than Slayin’k. Since sustainable clothing is heavily dependent on organic farming, the main raw materials used in it include wool, cotton, hemp, organic fibers. This has helped the local farmers to improve their standard of living by profit sharing. Slayin’k uses the principle of ‘farm to fashion’; it not only boots agriculture but also helps local farmers whose livelihood depends on it.

Businesses like Slayin’k are handcrafted which makes the designs fresh and unique. It is also not produced in bulk, but the materials used are stronger and more reliable resulting in longer shelf life for the clothes. It reduces buying and helps save money in the entire process. Hence, the customers are highly satisfied with the products, and this results in repetitive buying and brand loyalty.

Social and environmental benefit

Mahatma Gandhi has rightly expressed the importance of adopting sustainability in our daily lives, “What we are doing to the forests of the world is but a mirror reflection of what we are doing to ourselves and one another.”

Decades ago, clothing was essentially made from natural fibers like cotton, flax, wool, and silk. Synthetics were developed in the early 1900s. The clothing industry today generates a valuation of seven trillion dollars a year and uses an astounding 8,000 synthetic chemicals.

Slayin’k is a movement to replace these harmful chemicals with organic and sustainable textile. The human’s skin is the largest organ of elimination and absorption — what goes ON the skin goes IN the body. Therefore, respecting UN Global Goals, Slayin’k focuses on health.

Did you know the clothing industry is responsible for 10% of the planet’s carbon emissions each year?

This percentage is so apparent because clothing brands across the world are manufacturing their clothes and running their businesses unethically without considering their environmental impact (cough...fast fashion brands… cough). At this rate, our planet will continue to crawl down the path of destruction. Slayin’k has successfully taken a step in the right direction by reducing the negative impact on our environment by reducing water pollution, carbon emissions, and dumping large amounts of waste. Slayin’k has created a model with eco-friendly best practices in mind:

1. Use less water

2. Use renewable energy to manufacture goods

3. Use recycled/eco-friendly fabrics in their clothing

4. Eliminate disposing of in unethical ways (Toxic chemicals & micro-plastics dumped in water bodies)

5. Use recycled and eco-friendly materials in their shipping packaging

6. Fair labor practices and fair wages for all employees working in factories

Interview

Mr. Ramit Rana, CEO