Ethicus: India's First Ethical Fashion Brand
Ajith Sankar R N, The Journal of Values Based Leadership, Vol. 5, No. 1, pp. 61-78, 2012
19 Pages Posted: 11 Jul 2012
Date Written: July 11, 2012
Appachi Cotton, a for-profit three generation old business enterprise located at Pollachi, India launched Ethicus, an ethical fashion brand, thereby nurturing the emergence of ethical consumerism in India. The case delves into the origin of Ethicus and communicates the human/spiritual values that influenced the leadership behavior of the founders of the brand. This leadership behavior, which was influenced by the intention in the leaders to strive for the highest common good of all, significantly influences the operating philosophy of Ethicus that focuses on environmental and social sustainability. A reader can witness that the leaders have taken significant business risk to travel the uncharted path. The case provides a glimpse of the positive impact the brand had among the stakeholders, in less than two years of its existence. Ethicus is in a state of incubation, and leaves the reader with the question on whether the brand will be financially sustainable.
Keywords: Sustainability, Spirituality, Leadership, Ethicus, Human Values, Values based Leadership, Leadership Values, Fashion, Textile, Cotton
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