Customers can search through its library, and can filter by criteria including style, weight, composition and weave, with samples and materials added to a ‘basket’.

The company, which is based in Coimbatore in Tamil Nadu, has invested heavily in sustainability, including planting more than 5,000 trees on its campus since the start of a Greenbelt project in 2010.

Using iWash and iTop proprietary technologies, the company ensures the water consumption per kilo of denim is less than 15 litres. It is a zero solid discharge and zero liquid discharge unit and 96% of the processed water is recycled and reused. It also uses renewable energy from solar, wind and biomass to reduce dependence on conventional energy and reduce carbon footprint.