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The growth of Indian Terrain Fashions Limited (ITFL), a stock exchange-listed fashion brand, is explored through the lens of sustainable, circular business models, policies and practices. Starting at a small pace, the company’s commitment towards sustainability looks promising. The company is poised to create and add more value for the customers as well as society in its commitment to sustainability through digital endeavours, aiming for a closed-loop circular model and supply chain transparency. The journey is traced with reference to the RESTART business innovation model in achieving the triple bottom line (people, profit and planet) through the steps of circularity and a triple-layered business model for value creation, using the secondary data available on the ITFL website and Annual Report 2019–2020. Interviews published in media, business analysis reports from the ITFL website and annual general body meeting and ITFL website are also taken as secondary data. The main purpose of this study is to trace the journey of ITFL in its sustainable practices. Also, the challenges and obstacles that lie ahead in its business commitment highlighted are identified for its prolonged journey.
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Soundravalli et al. (2024) studied this question.
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