Circularity

To promote circularity and reduce fashion waste, Peter England and American Eagle launched take-back programmes across multiple cities in India. Customers were encouraged to return their old garments at nearby stores, making sustainable disposal simple and accessible.

Collected clothes were then repurposed and donated to NGOs, extending their life and impact. Successfully rolled out across 361 stores, the initiative is a step towards embedding circular practices in our retail value chain.

Aluminium’s infinite recyclability is central to circularity in the automotive industry. At Novelis, we collaborate with leading OEMs to establish closed-loop recycling systems that recover aluminum scrap from stamping processes and return it to the manufacturing line as high-quality new coils.

Maintaining alloy integrity through scrap sorting and segregation is critical, enabling us to reduce reliance on energy-intensive raw materials and cut carbon emissions. In FY24, Novelis achieved 63% recycled content globally and is now targeting 75% by 2030 as part of its 3x30 vision. These efforts are driving long-term value and sustainability across automotive and other sectors.

Continua™ Sustainable Carbonaceous Material (SCM) is Birla Carbon’s flagship recovered carbon black product, designed to advance a circular carbon economy. Extracted from end-of-life tyres and repurposed into new products like rubber compounds, Continua™ enables the reuse of carbon black while reducing environmental impact.

Birla Carbon’s R&D teams are actively collaborating with customers to enhance the performance of Continua™ in real-world applications. Over the past year, four production trials using recycled and bio-derived feedstocks led to the successful production of both ASTM and non-ASTM grades of carbon black. These efforts are scaling up sustainable carbon solutions for broader market adoption.

In parallel, Birla Carbon is exploring low-carbon pathways, including CO₂ capture and the development of zero-emission carbon products. With most manufacturing sites being energy positive — either reintegrating energy into operations or supplying it to the grid — Birla Carbon is reinforcing its commitment to sustainable industrialisation and resilient infrastructure.

Birla Cellulose continues to push the boundaries of circularity through cutting-edge textile waste recycling technologies. As part of its commitment to a circular economy, the business has invested in R&D-led solutions that are designed to radically reduce climate and biodiversity impacts while enhancing resource efficiency and material reuse.

These innovations focus on optimising inputs like agricultural waste and scaling the reuse of post-industrial and post-consumer textiles. Some of the key NextGen solutions include:

1. Liva Reviva Fibres: Made using 30% pre-consumer textile waste, supporting fibre-to-fibre circularity.
2. Nanollose-based Lyocell Fibres: Derived from agro-industrial waste streams, offering a high-value use for by-products.
3. Birla Excel™ Lyocell: Manufactured through a closed-loop, environment-friendly solvent recovery process, ensuring ethical and sustainable production.
4. Agri-waste Project: Converts unutilised agricultural waste into high-quality pulp for fibre manufacturing.
5. Livaeco Fibres: Enable end-to-end traceability across the value chain through blockchain integration, supporting transparent and responsible sourcing.