◊ By Benefit Publishing Bureau

Visit ORGANIC SHOP by Pure & Eco India

When Preeta Ghosal joined her husband’s garment manufacturing business after marriage, she observed huge quantities of organic cotton going into the waste bin.

Little tit bits from larger garments were thrown away as they weren’t large enough to make a whole garment. Yet, together, they constituted yards and yards of fabric waste.

That’s when Ghosal came up with the brilliant idea of upcycling those unwanted GOTS-certified organic cotton rags into premium organic cotton underwear for women. Thus, Wear Equal, was conceived in 2018.

Her business idea was selected for IIM Bangalore’s Women’s Startup Programme in 2018, where she received training in a boot camp with 100 other women from India.

Wear Equal not only promotes use of upcycled certified organic cotton and plastic-free packaging, but also, it stands for—as its name suggests—intersectional feminism, wherein women from all walks of society are equal and fortify each other.

The brand offers 4 kinds of underwear: Boy Shorts, Bikinis, Classic Briefs and Hipsters, featuring classic solids and quirky prints in a range of sizes from S to XL.

“We are on a mission to make sustainable, comfortable and attractive-looking undergarments accessible to the masses and plan to tap into the rural market to sell low-cost underwear in the future,” says Ghosal.

For further information, visit Wear Equal’s website.