Roger La Viale (RLV), a fabric design and distribution company, specializing in menswear, founded in 1932, recently unveiled its latest Corporate Social Responsibility (CSR) initiative that symbolizes a commitment to sustainability and community welfare.
A movement that began as small buyer giveaways in the form of wallets, fabric journals, passport cases and laptop bags assumed a lot more mettle when RLV ideated making of Godadisor blankets by upcycling leftover fabric pieces (chindis) back in 2017 and is continued as tradition till date.
Showcasing their unceasing commitment to environmental consciousness and community welfare, RLV’s new campaign in 2024 centred around making eco-friendly Rakhis, ahead of the Raksha Bandhan celebrations.
As part of this year’s Rakhi Project, a continuation of their recycling legacy, RLV has mindfully crafted them from upcycled fabrics as small as 15 cm. A whopping 5000 Rakhis have been handcrafted and distributed to notable buyers, vendors, and suppliers across the country which has already sparked positive feedback on social media with heartfelt appreciation from customers and other stakeholders.
Speaking about the Rakhi project, Chandramouli, Director, Roger La Viale, said, “Addressing environmental challenges, essentially waste management, represents a significant responsibility. At Roger La Viale, we reimagined our waste management strategy – Waste Isn’t Waste, Until We Waste It, by repurposing fabric remnants into blankets for years and Rakhis recently. This initiative helped support locals’ livelihood by providing them with employment opportunities for handcrafting the blankets and Rakhis, and has also significantly helped in bringing down textile waste from entering the landfills.”
Given that RLV products are crafted from ethically sourced precious natural resources like wool, cotton and linen, their unique approach to not letting any raw material end up in landfills speaks volumes of their eco-conscious ethos. The upcycled Godadis and Rakhis initiatives were gracefully extended to their esteemed customers and partners, which helped them garner positive responses with several stakeholders vocalizing RLV’s eco-conscious movement over social media and other mass media channels.
As Raksha Bandhan approaches, RLV eagerly shares customer stories and images over Instagram showcasing their upcycled Rakhis and extends an invitation to explore the behind-the-scenes of their Rakhi Project.
